M&S boss Stuart Machin has pledged to sharpen the retailer’s menswear offer after a shareholder branded the current range “drab and outdated” at the company’s annual meeting.

Speaking to The Times, Machin conceded there’s still work to do despite the retailer boosting its menswear market share to 10.4% — up 0.5 percentage points year on year — and recording a 50% sales surge in its premium Autograph label.

“I’m the biggest customer, but I’m also the biggest critic,” he told the paper, adding: “We want to focus on reducing the options, more clarity on style and quality and value.”

“It doesn’t mean on-trend all the time. It means stylish quality.”

His comments follow criticism from an investor who described the current menswear range as “somewhat drab and outdated and uninteresting” during last week’s shareholder meeting.

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Machin’s admission comes as M&S continues its efforts to shake off its long-held “frumpy” image — a mission the chief executive has frequently referred to — and aligns with the retailer’s recent success in womenswear, which has helped it regain ground among younger and style-conscious shoppers.

Machin also told The Times that he recently texted menswear director Mitch Hughes, saying: “I hope the menswear is as good as the womenswear,” after previewing the new autumn collection for women.

The comments follow a broader push from the retailer to elevate its menswear offer. Earlier this year, M&S launched its first men’s underwear campaign in a decade as part of the ‘Make an Understatement’ campaign — bringing together both menswear and womenswear with a refreshed take on design, fit and comfort.

The move helped M&S cement its position as the UK’s market leader in men’s underwear, with a 19.2% share, up 4.4 percentage points since 2021.

The retailer has been leaning into pop culture with recent menswear campaigns, including a “short shorts” push fronted by Spencer Matthews and Mark Wright, in response to a 138% spike in Google searches.

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