Ted Baker, Superdry, Lyle & Scott and Musto menswear join M&S brands offer

By

Sandra Halliday

Published
Nov 21, 2022

M&S has announced a raft of big names joining the menswear section of its Brands at M&S offer this month with the arrival of Ted Baker, Superdry, Lyle & Scott and Musto.

They arrive as the ‘Brands at’ online platform “continues to grow at pace, with M&S expanding [the] menswear category to offer more reasons for customers to shop”.

The news comes a week after M&S Clothing & Home reported sales growth of 14% in the first half of the year with sales of third-party brands more than doubling to £70 million.

The introduction of the new third-party brand partners means the addition of more than 250 menswear products to M&S.com. The company now parters with 17 menswear brands, including Ben Sherman, Farah and Jack & Jones.

While much of the attention is often on the branded women’s offer from the firm, the branded clothing market within menswear is worth an estimated £4 billion globally with M&S saying that those who shop the category hold the strongest affinity towards brands.

That affinity is enough to mean that branded product within menswear has a 42% share of the global market, in comparison to just 20% in womenswear.

And the retailer added that in the last 12 months, 7% of core menswear customers have shopped Brands at M&S — reflecting a clear growth opportunity as the retailer looks to attract more male customers to the platform.

The firm expects the new additions to boost the outstanding performance it saw in fashion during H1 as it focuses on “strengthening its offer, growing market share and continuing to build its menswear style perceptions – which have increased 7 points year on year”.

M&S now has over 50 brand partners in its clothing offer in total, with 11.5 million customers having shopped the platform in the past 12 months and the brands representing 4.1% of total Clothing & Home sales.

MD of Clothing & Home Richard Price also said that two-thirds of its customers are now more likely to shop with it because of the branded offer and that “by welcoming four aspirational menswear brands, we’re able to engage with both new and existing customers and showcase the style credentials in our core menswear offer.”