Close this search box.

M&S expands Nobody’s Child presence to 60 UK stores

Marks & Spencers

Marks & Spencer will welcome Nobody’s Child to 48 more stores across the UK from March, bringing the total number of M&S stores which feature the responsible fashion brand to 60.

As well as welcoming the brand back to popular locations including Trafford Manchester, the pop-up shops will be introduced to 24 new locations, including Bath, Edinburgh, and Nottingham.

The launch is the next phase of the partnership – with M&S previously providing financial support to the sustainable clothing brand. In 2021 M&S acquired a 27% stake in the brand, and in 2023 provided fresh funding to support Nobody’s Child’s growth.

Extending which stores Nobody’s Child feature in also follows the success of pop-up shops last year, when M&S trialled the concept in 30 stores for Spring / Summer. During the season, over 86,000 M&S customers shopped Nobody’s Child in store, with sales of the brand also jumping by +126% (vs LY) on M&

Furthermore, the pop-up shops were proven to drive new customers to M&S – 20% having previously not shopped dresses at M&S – while continuing to complement the core range with one in five customers also purchasing an M&S dress. During the period, in the stores which had the pop-up shop, average customer spend on womenswear was up 8.6%, which contributed to an increase in total dress sales of +16%.

The 450ft pop-up shops will offer a capsule collection of over 30 pieces from Nobody’s Child’s SS24 collection, including theNobody’s Child x Happy Place by Fearne Cotton collection.

M&S and Nobody’s Child will also introduce a more diverse selection with many new dress shapes as well as jersey tops, jeans, blouses, relaxed tailoring and a coordinating linen blend collection. With their heartland in distinct floral prints, the carefully curated capsule collection will continue to complement and enhance the core Spring Summer range at M&S.

Nishi Mahajan, director of third-party brands at M&S, commented: “Nobody’s Child were 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.”

The Nobody’s Child extension is just the latest move to boost M&S’ third-party offering. In February, the retailer added sportswear giants Puma and Reebok to its ‘The Sports Edit on M&S’. M& is now home to 20 third-party sports partners, which include five out of the top ten global sportswear brands.

Last year, M&S welcomed Estée Lauder Fragrance to its third-party beauty offering, following the successful introduction of Clinique. In total there are 60 labels under the Brands at M&S banner – others include Crew Clothing, Skechers and Toms. 

Learn more about M&S shifting to become a leader in how modern omnichannel, multi-department retail can work in an exclusive company profile, featured in the RetailX Global Fashion 2023 report. Download the full report for 60 pages of powerful data-driven insights, that decode consumer behaviour and preferences.

It also includes 10 company profiles and 12 snapshots – Charlotte Russe, Asos, Shein, Zara, Karen Millen, Hibbert Sports, Warehouse, Zalando and many more.

Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter sent straight to your inbox and why not follow us on LinkedIn to receive the latest updates on our research and analysis.

Read More

Register for Newsletter

Group 4 Copy 3Created with Sketch.

Receive 3 newsletters per week

Group 3Created with Sketch.

Gain access to all Top500 research

Group 4Created with Sketch.

Personalise your experience on