Marks & Spencer will confirm its recovery today when it unveils profits close to £1bn (€1.46bn) for the first time since 1998.
Following a number of high profile advertising campaigns led by Twiggy and Myleene Klass, chief executive Stuart Rose has helped the chain offload its tired image to steer shoppers back through its doors.
Analysts believe the group will post profits of around £960m (€1.4bn), up by more than a quarter from £751.4m (€1.1bn) last year.
Mr Rose finally toasted a recovery at the chain in January after like-for-like sales lifted by 5.6% in the three months to the end of December.