M&S Clothing has transformed under Richard Price, so what’s next as he departs?

Richard Price’s departure from M&S marks the end of a transformative chapter for the retailer’s clothing and home division.

When he took over the reins as managing director in 2019, M&S was at a crossroads. Its clothing arm had long been tarnished by outdated designs and an overwhelming product range, struggling to capture the attention of a broader range of shoppers.

Fast-forward to 2025, and the retailer’s clothing offering is practically unrecognisable, loved by an array of customers – just not your grandma.

Under Price’s leadership, M&S has not only won back market share but has positioned itself as a fashion forward player on the UK high street.

As he prepares to step down in April, Price leaves behind a legacy of restored confidence, a more dynamic product range, and a brand poised for future growth. But his departure also raises the question: Can M&S continue its momentum without Price, who helped steer it through such a major makeover?

Enter John Lyttle – the former CEO of Boohoo, whose extensive retail experience and focus on transformation will be key in shaping the next chapter of M&S clothing. How will he build upon Price’s legacy to continue its success story?

Confidence in core categories

One strategy that drove M&S’s transformation under Price was his unwavering confidence in its core product categories.

Known for its solid basics, as well as its strong reputation in lingerie, M&S had long been a go-to for reliable essentials. However, elsewhere, categories such as denim and occasion wear, had often been overlooked.

Price made sure to build on these established strengths while also revitalising underperforming areas. Denim, in particular, became a major focus.

M&S diversified its denim offering with updated styles—like wide-leg and boyfriend jeans—and improved fabric quality, helping it secure an 18% market share in women’s denim, its highest ever. Meanwhile, lingerie, which was always a cornerstone for the retailer, was given even more attention to enhance fit, comfort, and variety, reinforcing M&S’s leadership in the category.

Occasion wear also became a key area of focus. Price’s team redefined this category, offering stylish yet affordable options that positioned the retailer as a go-to destination for a range of events.

By refining its product range, improving quality, and focusing on categories it could truly excel in, M&S successfully appealed to both loyal customers and a younger, more fashion-conscious audience.

Less is more: quality over quantity

Under Price, M&S made significant strides in streamlining its extensive product range, focusing on quality over quantity.

In the past, the retailer’s vast selection sometimes led to confusion, with too many variations of the same items, particularly in categories like trousers and knitwear. This breadth, while offering choice, often meant a lack of focus on the key pieces that customers really wanted.

Price shifted the focus by curating a more selective range, cutting down on excess stock and zeroing in on the core categories that resonated most with shoppers. By refining its offering, M&S was able to elevate the quality of each product, simplifying the customer experience while ensuring every item was aligned with its brand values.

This strategy paid off across several key categories, including everyday staples, such as trousers and knitwear, and outerwear. M&S saw impressive growth in these areas, with overall Clothing & Home sales increasing by 5.3% in the 2023/24 financial year, driven in part by the streamlined product lines.

The same focus on quality helped further bolster its position as a leader in lingerie, where it continues to be renowned for fit and comfort. By zeroing in on what it does best, alongside a more curated approach to timeless outerwear, Price solidified M&S’s reputation in these categories, appealing to both long-time loyalists and younger shoppers seeking style and reliability.

Rebuilding the M&S team

Price’s leadership wasn’t just about reshaping M&S’s product range—it also involved a significant transformation of its team. One of the cornerstones of this effort was bringing in new talent to inject fresh ideas and expertise into the business.

In 2019, M&S drafted in Topshop fashion director Maddy Evans as part of its strategy to appeal to younger shoppers—a move that we can now say certainly paid off.

Evans played a key role in introducing modern, trend-led designs, and this week, she was promoted to “M&S Woman”, expanding her responsibilities to include lingerie. Working alongside Charlotte Davies, who joined from Hunkemöller, Evans is strengthening M&S’s leadership in fit, comfort, and innovative design.

Meanwhile in 2022, Price further bolstered the team by bringing in Mitch Hughes, former Boohoo Group and Topman managing director, to lead menswear.

A year after his appointment, M&S launched its first dedicated menswear campaign since 2015, aiming to inspire customers with easy-to-style smart separates, wardrobe staples, and elevated outerwear.

Through these appointments, Price assembled a strong leadership team, poised to carry his transformative work forward.

Price’s legacy: balancing tradition and innovation

He leaves behind a significant legacy at M&S, one that carefully balanced the retailer’s traditional strengths with a refreshed approach to modern fashion. Under his leadership, the brand successfully overcame the challenges of being perceived as outdated and irrelevant, especially to younger shoppers.

Rather than chasing fleeting trends and alienating its existing customer base, Price emphasised an evolution built on stronger foundations, ensuring that M&S could offer stylish yet timeless pieces that appealed to a broader range of customers.

This approach not only helped refresh the brand’s image, but also elevated its appeal to younger, more fashion-conscious shoppers while retaining the loyalty of its long-term base.

Another key component of Price’s strategy was steering M&S away from excessive promotions, and instead, shifting the focus to building trust with customers through quality products at full price.

Last year, the retailer said  81% of sales on clothing and home were made on full price, compared to 63% in 2019/20.

The result? A more confident brand, with stronger margins and improved customer loyalty.

As he steps down, Price’s impact on M&S is undeniable, having laid the foundation for a future where the brand confidently caters to both loyal customers and a new generation.

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