M&S boosts style appeal with chic Kitri womenswear integration

Marks & Spencer has significantly expanded its 'Brands at M&S' online platform by integrating Kitri, a contemporary womenswear label. This strategic addition aims to further elevate M&S's style perceptions and broaden its fashion appeal among consumers. The new offering features a carefully curated selection of Kitri’s most popular designs, showcasing the brand's distinctive aesthetic.

The handpicked edit from Kitri’s Autumn/Winter 2025 collection embodies the brand’s signature blend of playfulness and sophistication, making it ideal for the upcoming season. Shoppers can expect to find standout partywear pieces, including a striking 1920s-inspired gold lurex fringed dress, alongside statement outerwear such as dark chocolate vinyl and luxurious faux fur options, perfect for making a stylish impact.

For Kitri, this collaboration with M&S marks a pivotal step in its refined wholesale strategy. The brand is deliberately choosing to partner with a select group of retailers to foster sustainable growth and elevate its market presence. This focused approach allows Kitri to strategically expand its reach while maintaining its brand identity and quality.

Haeni Kim, the founder of Kitri, commented on the partnership, stating, “As part of our wider business strategy, we’ve chosen to partner with a small number of select retailers who can help us grow and reach new audiences. M&S is an iconic British retailer with a loyal customer base and is on an exciting journey with its fashion business. We’ve been impressed by the direction they’ve taken over recent years and feel they are the perfect partner to re-launch our wholesale journey with.”

Kitri’s integration comes at a time when M&S’s Womenswear category is experiencing exceptional performance. It currently stands as a top-performing category within 'Brands at M&S', contributing a substantial 49% of sales over the past 12 months. This segment has demonstrated double-digit year-on-year growth, driven by both the success of existing brands and the successful onboarding of new partners. The 'Brands at M&S' platform itself has seen remarkable expansion, now boasting a portfolio of over 100 third-party labels.