- Sales of Merino jumpers +10% on the year versus same period last year
- M&S is market-leader for men’s knitwear
- In the weeks leading up to Christmas, M&S will sell around 20 men's jumpers every minute
- Menswear accounts for the largest share of the clothing gifting market at 35%
From pure cashmere to extra fine Merino, more men are choosing elevated essentials with M&S seeing growth across men’s premium knitwear as more affordable price points make quality fabrics more accessible.
Merino knits – crafted from a very fine soft wool – have been a standout performer, with sales +10% versus the same period last year while sales of pure cashmere are also seeing growth as customers invest in timeless, quality pieces.
Examples include the Autograph Pure Extra Fine Merino Wool Jumper, starting from £40 and featuring Perform Technology for all-day comfort, 100% Pure Cashmere Jumpers, starting from £99, as well as Autograph Merino Mohair Blend Relaxed Crew Jumpers, £49. Merino knitwear is available in 13 colourways, including on-trend seasonal olive and burgundy while the Pure Cashmere Crew Neck Jumper is ranged in 15 colourways including Dark Chocolate and Antique Rose. All M&S cashmere is machine washable and tumble dry, giving customers the convenience of easy care without compromising on quality or softness.
Today, one in five people who buy men’s knitwear choose M&S, reinforcing the retailer’s #1 market share in the category. This strength is particularly evident in the lead up to Christmas where menswear accounts for the largest share of the UK clothing gift market at 35%. In the weeks leading up to Christmas, M&S will sell around 20 men's jumpers every minute.
M&S is able to deliver the more accessible price points through long-standing supplier relationships along with its scale as the UK’s market leader in both men’s and women’s knitwear.
M&S aims to have 50% of its wool sourced through either the Responsible Wool Standard (RWS) or certified recycled by the end of 2025/26 and this year, has achieved 47% of this conversion. For the third year in a row, 100% of the fibre used within pure cashmere products -sourced from Mongolia - were certified by the Sustainable Fibre Alliance (SFA).
The success of premium knitwear is underpinned by the evolution of Autograph Menswear, a cornerstone of M&S’ strategy to broaden appeal and strengthen its authority in men’s fashion. In just three years, Autograph Menswear has quadrupled in value and now represents almost a quarter of total menswear sales, attracting a younger, style-conscious customer.
Mitch Hughes, Menswear Director at M&S, said: “Menswear is a growth opportunity for M&S and knitwear is leading the way. From merino and mohair to cashmere, customers are choosing more elevated knitwear that combines quality, value and versatility. Through our supplier partnerships and sourcing principles, we’ve been able to democratise fabrics previously considered a luxury - making them accessible to more people without compromising on quality and style.”
M&S already leads on quality and value perception according to YouGov perception data.
ENDS
For further information, please contact:
M&S Corporate Press Office: +44 (0)20 8718 1919 [email protected]
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