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M&S adds Nobody’s Child pop-up to 30 stores following successful trial

Chloe Burney
14 March 2023

Retail giant Marks & Spencer is welcoming eco-conscious fashion brand Nobody’s Child to 30 stores across the UK from March to August.

The 400 ft pop-up concessions will offer a 30-piece capsule collection of Nobody’s Child’s signature styles including the brand's best-selling Alexa and Felicia dresses. Each piece in the collection falls between the affordable price range of £29-£89.

In 2022, as the high street retailer’s ‘Brands at M&S’ strategy gained momentum, M&S trialed Nobody’s Child in 10 stores.

Timeline of M&S and Nobody’s Child partnership:

  • September 2020 – Nobody’s Child became the first clothing brand to go live on M&
  • March 2021 – ‘Brands at M&S’ officially launched introducing several clothing brands to the platform
  • November 2021 – M&S purchased a 25% stake in Nobody’s Child
  • April 2022 – Nobody’s Child opened in 10 M&S stores across the UK
  • March 2023 – Nobody’s Child opened 30 pop-up shops in M&S stores across the UK

Whilst ‘Brands at M&S’ continues to be an online first platform, as M&S repositions for growth as a leading omnichannel retailer, it is leveraging the competitive advantage of its store estate to scale the brand. Across the 30 pop-ups, an average of more than 2.5 million customers come through the doors every month.

Nobody’s Child continues to be one of M&S’ top-performing brands, shopped by over 300,000 customers each year. Two-thirds of the fashion brand's sales are placed during the spring and summer months, due to its distinct floral prints and statement dresses designs. Mini and midi lengths are also among M&S’ top-performing categories, taking 22% of customer spend.

Richard Price, Managing Director of Clothing & Home at M&S, commented: "The pop-up shops put the best of the brand in front of our customers in store, at a time when they’re shopping for events and occasions over the spring and summer. Whether they have shopped Nobody’s Child previously on M& or are discovering the brand for the first time, this is one of the many ways we’re becoming more relevant, more often to encourage shopping across the M&S ecosystem."

Last year, M&S also welcomed Clarks Kids, Smiggle and Hype into its stores as part of its 'Brands at M&S' strategy to provide a one-stop-shop for Back to School. This curation is proving to drive new customers, frequency and increased spend at M&S.

Jody Plows, CEO of Nobody’s Child, added: "M&S have been an integral partner to Nobody’s Child and we are thrilled today to announce the latest step in that collaboration. Launching Nobody’s Child pop-ups into 30 stores across the UK is a hugely exciting moment, and we can’t wait to showcase our Spring Summer collection to M&S customers, both old and new, who are looking for elevated capsule pieces for any occasion."

Nobody’s Child will be available to shop at in-store pop-ups, online at M& and click and collect to over 700 stores.

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