Marks & Spencer is to increase the hourly pay of more than 40,000 customer assistants from £10.20 to £10.90 as part its biggest ever investment in front-line colleague reward.

Meanwhile, customer assistants in London will see their rate of pay rise to £12.05 from £11.25.

The move means the retailer will be investing almost £60 million in store colleague pay.

The increases will come into effect from 1 April.

The announcement follows the retailer’s £46.5 million investment in store worker pay during its 22/23 financial year across two separate pay rises, including M&S’s first autumn pay review. As a result, a full-time M&S customer assistant will earn nearly £150 a month more versus the same time last year.