M&S is seeking to grow its menswear shoppers, as it launches a drive to move its male customers from its food halls to its clothes departments.

The brand’s CEO Stuart Machin has tasked its head of menswear Mitch Hughes with making its menswear range as successful as its womenswear range for this autumn, The Telegraph reported.

The move comes as internal data indicated that there were one million men who regularly visited the retailer’s stores solely to shop in its food halls. 

However, Hughes said the business was “doubling down on our ambition to grow menswear and win over more male shoppers”.

M&S has launched a drive to modernise its menswear offering, with the brand planning to roll out 200 more menswear options this year compared to last, which will incorporate bolder styles and more innovative fabrics.

Ranges of stretch, showerproof and crease-resistant suits are also due to be launched this year. Additionally, it is investing in more outerwear and footwear options. 

The food and fashion specialist boasts 9.2m menswear customers, with its market share of menswear items having grown from 9.9% to 10.4% over the last year.

It sold 585,000 suits last year, boosting its men’s formal wear market share to 20.4%.

In July, Machin vowed to improve its menswear offering, after its shareholder branded the range as “drab”.

Earlier this month, the group strengthened its reputation for inclusive product design by becoming the first UK high Street retailer to introduce stoma underwear for men.

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