- M&S to welcome Nobody’s Child pop-up shops to 48 new stores – with 12 existing store locations this will bring the brand’s total footprint within M&S to 60.
- Follows successful trial last summer which saw M&S dress sales grow by 16.5% in the stores which had the pop-up shop.
- Next phase of the partnership since M&S invested in the responsible fashion brand at the end of 2021, as part of its ‘Brands at M&S’ strategy.
- Pop-up shops will feature a capsule collection of the brand’s bestselling products, including the latest Nobody’s Child x Happy Place by Fearne Cotton.
Marks & Spencer has announced it will welcome responsible fashion brand, Nobody’s Child to 48 more stores across the UK from March, bringing the total number of M&S stores the brand is available in 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 across the UK, including Bath, Edinburgh, and Nottingham.
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, 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&S.com.
The pop-up shops were proven to drive new customers to M&S too – 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 the popular Nobody’s Child x Happy Place by Fearne Cotton collection. As well as ranging bestselling mini, midi and midaxi dresses – such as the Starlight, Alexa and Felicia – this season, M&S and Nobody’s Child will also introduce a more diverse selection of timeless trends with many new stylish 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.”
Jody Plows, CEO of Nobody’s Child, commented: “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.”
Brands at M&S Strategy
The Brands at M&S platform has now grown to over 90 third-party brands. The carefully curated approach is driving new customers, frequency and increased spend, while ensuring that the majority of orders also contain an M&S product. While brand partners of M&S have access to over 30m M&S customers, substantial customer data and engagement alongside omni channel purchase and return opportunities.
