Marks & Spencer Doubles Down on Denim as Sales Surge | Market Growth Strategy 2026

Marks & Spencer (M&S) is placing a renewed focus on denim in 2026, capitalising on robust growth within the category and consumer demand for quality, style and value. In recent months, the British retail giant has moved to strengthen its market leadership in women’s denim and build momentum in its men’s and kids’ denim ranges as part of its Spring 26 collection rollout.

A Strategic Push in Womenswear Denim

M&S enters 2026 holding the number one position in the UK women’s denim market, with a substantial market share reported at around 18.2%. The retailer has significantly updated its women’s denim offer, reducing legacy lines by around 40% and introducing fresh, trend-aligned styles that better reflect current consumer preferences. These include modern silhouettes such as high-waisted patch pocket flares, wide leg and barrel fits, which now account for roughly 65% of total womenswear denim sales.

Importantly, M&S is also sharpening its pricing strategy. Around 40% of its Spring 26 womenswear denim range sits at £30 or under a move designed to balance trend-led fashion with unmistakable value, making the pieces more accessible to a wider shopper base.

Growing Momentum in Menswear and Kidswear

While historically stronger in women’s denim, M&S has been building share in the men’s segment as well now reported at over 12 % of the UK men’s denim market. The Spring 26 men’s collection pivots toward more tailored and smart-casual cuts, offering a broader wash palette from classic indigo to softer ecru shades. Entry-level price points start around £20, supplemented by a premium Autograph selvedge range for customers seeking crafted denim at a higher tier.

The retailer hasn’t forgotten families either. Its kids’ denim line focuses on durability, practicality, and value features supported by M&S’s One Year Kidswear Guarantee with flexible fits and starting prices from around £10.

Why Denim Is a Key Growth Category

Denim as a fashion category has been on the rise across the UK retail landscape, showing steady year-on-year increases in both womenswear and menswear segments. Consumers are increasingly returning to classic wardrobe staples like jeans while favouring styles that offer comfort, versatility, and timeless appeal. M&S’s agility in refreshing its denim range with trend-relevant fits and inclusive sizing (from sizes 6-24 with multiple leg lengths) has helped it outpace broader market growth.

Value, Quality and Sustainability

Part of M&S’s denim strategy also revolves around value and responsible sourcing. While the latest campaign focuses on style and accessibility, the company’s broader sustainability commitments mean more denim products are made with responsibly sourced cotton and lower-impact production methods an attribute many UK shoppers now consider when buying wardrobe staples.