M&S adds Calvin Klein and Tommy Hilfiger to boost underwear sales

Marks & Spencer has expanded its Brands at M&S online platform by adding Calvin Klein and Tommy Hilfiger to its portfolio, continuing its efforts to enhance style perceptions and broaden customer appeal.

The retailer has introduced a selection of men’s and women’s items in categories such as underwear, lingerie, loungewear, and swimwear. This includes Calvin Klein’s popular Icon Stretch range and pieces from Tommy Hilfiger’s spring 2025 collection. Tommy Hilfiger clothing styles will also be introduced later this year.

M&S is the UK market leader in underwear, with the retailer selling a bra every two seconds and one in five men buying their underwear from the business.

The move is part of its ongoing strategy to strengthen its already dominant position in the £295m UK underwear market by expanding its range with premium third-party brands. Sales of third-party underwear at M&S have increased by 21% in the last 12 months.

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The ‘Brands at M&S’ platform now features over 100 third-party brand partners, and the inclusion of Calvin Klein and Tommy Hilfiger is expected to attract more male customers, with only 13.5% of core menswear customers currently shopping on the platform.

M&S director of third party brands, clothing & home Nishi Mahajan said: “We’re excited to welcome globally recognised brands Calvin Klein and Tommy Hilfiger to our Brands at M&S platform. 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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