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M&S Aims for Jumper Dominance This Christmas
15 Dec, 2025
Summary
- M&S expects to sell about 20 men's jumpers every minute.
- The retailer leads the men's knitwear market with 18% share.
- High-end knits like cashmere and merino are top sellers.
Marks & Spencer is targeting a substantial increase in men's knitwear sales this Christmas season, projecting around 20 jumper sales every minute. The company already holds a commanding 18% share of the men's knitwear market, aiming to widen this gap against rivals.
Menswear director Mitch Hughes highlighted knitwear as a key growth area for M&S. The retailer anticipates strong demand for its higher-end offerings, such as a £99 pure cashmere jumper and an Autograph jumper made from merino mohair, priced from £49.
To further engage its male customer base, M&S has enlisted celebrity ambassadors, including football pundit Ian Wright. This strategy aims to enhance the brand's appeal and drive sales during the crucial festive shopping period.
