Calvin Klein and Tommy Hilfiger grow with M&S Online Platform

Marks & Spencer (M&S) has announced that iconic global brands, Calvin Klein and Tommy Hilfiger, will now be available on its ‘Brands at M&S’ online platform. The partnership will see a variety of products for both men and women, including underwear, lingerie, loungewear, and swimwear. Popular items like Calvin Klein’s bestselling Icon Stretch range and Tommy Hilfiger’s elevated essentials from the Spring 2025 collection will be available.

M&S is already a leader in the UK underwear market, selling a bra every two seconds and with one in five men purchasing their underwear from the retailer. As part of its growth strategy, M&S is expanding its ‘Brands at M&S’ platform to offer a wider range of branded underwear, which is a category valued at around £295 million in the UK.

Currently, only 13.5% of M&S’s core menswear customers shop the ‘Brands at M&S’ platform, but the introduction of these new brands is expected to increase the number of male shoppers. It will also help the brand partners reach more female customers. This announcement follows M&S’s launch of the ‘Make an Understatement’ underwear campaign in February, which is the first dedicated campaign for both womenswear and menswear underwear.

Nishi Mahajan, Director of Third-Party Brands, Clothing & Home at M&S, commented: “We’re excited to welcome globally recognized brands like Calvin Klein and Tommy Hilfiger to our platform. We know that male customers have a strong affinity for these brands, and their addition will not only enhance our menswear selection but also make M&S more relevant to customers more often. We’re confident these brands will complement our existing underwear offer and help us maintain our market leadership.”