As it refines wholesale strategy, Kitri debuts in Brands at M&S line-up

M&S has added contemporary womenswear brand Kitri to its expansive ‘Brands at M&S’ online offer. It features a curated selection of the brand’s hero designs as the retailer “continues to drive style perceptions and broaden appeal”.

A handpicked edit from Kitri’s AW25 collection reflects its “signature balance of playfulness and sophistication, including standout partywear” for the upcoming season, we’re told.

This includes “statement outerwear” in dark chocolate vinyl and faux fur, and a 1920’s-inspired gold lurex fringed dress.

The move onto M&S’s platform represents Kitri’s “refined wholesale strategy, choosing to collaborate with a select group of partners to support sustainable growth and elevate the brand to the next level”. 

Brand founder Haeni Kim said: “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.”

Its arrival coincides with M&S saying its Womenswear is a “top performing category” within ‘Brands at M&S’, making up 49% of sales in the last 12 months with double digit year-on-year growth coming from growing existing brands and onboarding new partners. 

It said the Brands at M&S platform has now grown to over 100 third-party names.