M&S expands Nobody's Child presence to 60 stores

M&S has confirmed it will expand womenswear brand Nobody’s Child to 48 new stores across the UK from this month, bringing the brand’s total footprint within the retailer to 60.

The launch is the next phase of the partnership and follows the success of the Nobody’s Child pop-up shops last year when M&S trialled the concept in 30 stores for spring/summer. During the season, it reports that more than 86,000 M&S customers shopped Nobody’s Child in store, with sales of the brand increasing by 126 percent on M&S.com.

The pop-up shops also proved to drive new customers to M&S, with research revealing that 20 percent had previously not shopped for dresses at M&S before. Nobody’s Child also complements the retailer’s core range, with one in five customers also purchasing an M&S dress.

M&S saw dress sales grow by 16.5 percent in the stores with a pop-up shop and average customer spend on womenswear was up 8.6 percent.

Nobody’s Child continues to drive sales for M&S

Nobody’s Child will return to popular locations, including Trafford Manchester, while the pop-up shops will be introduced to 24 new locations such as Bath, Edinburgh, and Nottingham.

The 450 square foot pop-up shops will offer a capsule collection of over 30 pieces from Nobody’s Child’s spring/summer 2024 collection, including mini, midi and midaxi dresses, as well as jersey tops, jeans, blouses, relaxed tailoring and a coordinating linen blend collection. In addition, the pop-ups will carry the latest Nobody’s Child x Happy Place by Fearne Cotton collection.

Nishi Mahajan, director of third-party Brands at M&S, said in a statement: “Nobody’s Child was the first third-party brand that we introduced to our ‘Brands at M&S’ platform and they continue to be one of the most-loved by our customers.

“Last year, the pop-up shops were a huge success, complementing and enhancing our core range to make M&S the destination for dresses during the spring / summer season – whether it’s for work, weekend or special occasions. Our partnership with Nobody’s Child is a proof point to the success of our Brands at M&S strategy – when we get the partnership right, everyone wins.”

Jody Plows, chief executive of Nobody’s Child, added: “Nobody’s Child is delighted to be expanding into more Marks & Spencer stores across the UK. This development represents a significant step forward in our mission to make responsible fashion accessible to all women.

“We’re incredibly proud to be a part of the M&S family, having become their first third-party brand partner in 2020. This is such an important collaboration for our brand and one that we hope resonates with customers of all ages. We look forward to welcoming new and loyal customers into these stores.”

Nobody’s Child was the first third-party clothing brand to go live on M&S.com in September 2020. M&S expanded its partnership with the responsible womenswear brand in November 2021 when it purchased a minority stake. This then led to Nobody’s Child opening in ten M&S stores in April 2022, followed by more than 40 pop-ups in March 2023.