• Calvin Klein and Tommy Hilfiger are the latest third-party brands to join ‘Brands at M&S’ online platform this month.
• Available products span underwear, lingerie, loungewear, and swimwear.
• 1 in 3 women in the UK buy their knickers while 1 in 5 men now pick up their underwear from M&S and the retailer is looking to grow its leading market share in underwear through its third-party brand offer.
• The ‘Brands at M&S’ platform is now home to over 100 third-party brand partners.
Today, M&S has welcomed iconic global brands, Calvin Klein and Tommy Hilfiger to its ‘Brands at M&S’ online platform, as it continues to drive style perceptions and broaden its appeal amongst customers.
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 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 £295m* 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.”
Calvin Klein and Tommy Hilfiger are available to shop on the ‘Brands at M&S’ platform on M&S.com today.
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*Source: Kantar
For further information, please contact:
M&S Corporate Press Office: +44 (0)20 8718 1919 [email protected]
PVH Corporate Communications: [email protected]
About Calvin Klein
Calvin Klein is one of the world’s leading global fashion lifestyle brands with a history of bold, non-conformist ideals that inform everything we do. Founded in New York in 1968, the brand’s minimalist and sensual aesthetic drives our approach to product design and communication, creating a canvas that offers the possibility of limitless self-expression. The Calvin Klein brands —CK Calvin Klein, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance—are connected by the intention and purpose of elevating everyday essentials to globally iconic status. Each of the brands has a distinct identity and position in the retail landscape, providing us the opportunity to market a range of universally appealing products to domestic and international consumers with a variety of needs. Our products are underpinned by responsible design, high-quality construction, and the elimination of all unnecessary details. We strive for unique and dimensional pieces that continuously wear well and remain relevant season after season. Global retail sales of Calvin Klein products were approximately $9 billion in 2023. Calvin Klein continues to solidify its position as an innovator of emerging digital platforms and modern marketing campaigns. PVH acquired Calvin Klein in 2003 and continues to oversee a focused approach to growing the brand’s worldwide relevance, presence, and long term growth.
About Tommy Hilfiger
TOMMY HILFIGER is one of the world’s most recognized premium lifestyle brands, uplifting and inspiring consumers since 1985. The brand creates iconic style, which comes alive at the intersection of the classic and the new, co-created with people who are shaping culture around the world. TOMMY HILFIGER celebrates the essence of classic American style with a modern twist. Tommy Hilfiger offers premium quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS lifestyles, with a breadth of collections including men’s, women’s and kids’ sportswear, denim, accessories, and footwear. Tommy Hilfiger has an unwavering commitment to sustainability and inclusivity.
Global retail sales of TOMMY HILFIGER products were approximately $9 billion in 2023 and the brand is powered by more than 16,000 associates worldwide — present in 100 countries and more than 2,000 retail stores, including its largest global flagship store at tommy.com. PVH acquired Tommy Hilfiger in 2010 and continues to oversee a focused approach to growing the brand’s worldwide relevance, presence, and long term growth.
About PVH Corp
PVH is one of the world’s largest fashion companies, connecting with consumers in over 40 countries. Our global iconic brands include Calvin Klein and TOMMY HILFIGER. Our over 140-plus-year history is built on the strength of our brands, our team and our commitment to drive fashion forward for good. That’s the Power of Us. That’s the Power of PVH.
2025 Clothing, Home & Beauty