M&S has announced the addition of Hugo Boss to its growing “Brands at M&S” platform, introducing a premium range of men’s underwear, loungewear, vests and tees. The launch brings one of fashion’s most recognisable names to M&S online, adding depth to its curated selection of third-party menswear brands.
The move supports M&S’s broader strategy to reposition itself as a leading destination for men’s style. The new Hugo Boss collection joins existing names such as Calvin Klein and Tommy Hilfiger, enhancing customer choice across core wardrobe essentials.
Stephanie Macleod, Head of Category for Third Party Brands at M&S, said: “Hugo Boss joins a curated selection of leading brands on the Brands at M&S platform, giving customers even more choice from names they know and trust. This growing portfolio complements our strong own-brand proposition and reinforces our ambition to make M&S more relevant, more often.”
The latest addition aligns with evolving shopper preferences. According to M&S research, a wide range of brands is among the top priorities for male shoppers across age groups, with particular importance placed by those aged 18–54 – a key demographic for M&S’s menswear strategy.
Mitch Hughes, Director of Menswear at M&S, said: “We’re serious about growing menswear and being the go-to destination for men with a stylish, relevant and reliable offer. We’re thrilled to welcome Hugo Boss to M&S – a premium brand that’s synonymous with quality fabrics, confidence and timeless design. Having a credible branded offer alongside a confident own-brand proposition is central to our strategy to deliver choice and style, quality & value in one trusted destination, helping our menswear customer look and feel good.”
The men’s underwear market alone is valued at approximately £295m in the UK, and M&S holds a market-leading position with one in five men purchasing their underwear from the retailer. By offering trusted names like Hugo Boss alongside its own lines, M&S aims to capture more share of this competitive segment.
The launch also complements the recent introduction of M&S Man – a dedicated channel for men’s style – aimed at strengthening the retailer’s connection with male shoppers. With over 60% of male consumers preferring to shop online and social media now the top style influence for men aged 18–34, M&S continues to reshape its digital offering to meet modern expectations.
