There are now over 100 third-party brand available on M&S’ digital platform, as the retailer boosts its underwear and swimwear range with the inclusion of Calvin Klein and Tommy Hilfiger.
The introduction of these latest third-party brand partners will see the addition of products for men and women across underwear, lingerie, loungewear, and swimwear – including Calvin Klein’s bestselling Icon Stretch range and elevated essentials from the Tommy Hilfiger Spring 2025 collection. Tommy Hilfiger apparel styles are also set to launch later in the year.
M&S stressed it is “the market leader in underwear”, selling a bra every two seconds and with one in five men purchasing their underwear from the retailer. As M&S continues to reshape for growth, it is now utilising its ‘Brands at M&S’ platform to bolster its leading underwear offer with a range of branded styles – a market valued at approximately £295mn in the UK.
Today just 13.5% of core menswear customers shop Brands at M&S and the new brands are set to boost the number of male customers shopping on M&S’ platform, whilst also supporting the brand partners gain access to womenswear customers. The announcement comes as M&S unveiled it’s ‘Make an Understatement’ underwear campaign in February, the first dedicated womenswear and menswear underwear campaign in over ten years.
These latest third-party brand partners join a curated selection of underwear brands on the ‘Brands at M&S’ platform. Sales of third-party underwear at M&S have grown by 21% in the last 12 months, with nearly two million brands customers also shopping the core underwear offer.
Nishi Mahajan, director of third-party brands, clothing & home at M&S, said: “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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