Marks & Spencer (M&S) has announced the inclusion of globally recognised brands Calvin Klein and Tommy Hilfiger into its ‘Brands at M&S’ online platform. This strategic move aims to enhance M&S’s fashion credentials and broaden its customer appeal by offering an expanded range of products for both men and women, including underwear, lingerie, loungewear, and swimwear.
The addition of these brands introduces popular items such as Calvin Klein’s Icon Stretch range and key pieces from Tommy Hilfiger’s Spring 2025 collection. Furthermore, Tommy Hilfiger apparel styles are scheduled to launch later this year, providing customers with an even wider selection.
M&S holds a leading position in the UK underwear market, selling a bra every two seconds and supplying underwear to one in five men. By integrating these esteemed brands, M&S aims to strengthen its market presence and offer customers a more diverse range of styles. The UK underwear market is valued at approximately £295 million, highlighting significant opportunities for growth.
Currently, only 13.5% of M&S’s core menswear customers engage with the ‘Brands at M&S’ platform. The introduction of Calvin Klein and Tommy Hilfiger is expected to attract more male customers, while also providing these brands with access to M&S’s extensive womenswear customer base. This initiative aligns with M&S’s recent ‘Make an Understatement’ underwear campaign, the first dedicated menswear and womenswear underwear campaign in over a decade.
Over the past 12 months, sales of third-party underwear brands at M&S have grown by 21%, with nearly two million customers purchasing both branded and core M&S underwear products. The inclusion of Calvin Klein and Tommy Hilfiger is anticipated to further drive this positive trend.
Nishi Mahajan, Director of Third-Party Brands, Clothing & Home at M&S, commented: “We’re excited to welcome globally recognised brands Calvin Klein and Tommy Hilfiger to our Brands at M&S platform. We know that male customers hold a high affinity for these beloved brands, and their addition will not only enhance our menswear offer on the platform but also make M&S more relevant more often. We’re confident they will also complement our existing underwear offer for men and women and support us as we continue to broaden our appeal and maintain our leading market share in the category.”
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