M&S rolls out Nobody's Child's floral-infused designs to 60 UK stores

Florals for spring? Groundbreaking - or so says Marks & Spencer with its rollout of Nobody's Child to an additional 48 stores across the UK.

The retail giant is recommitting to its ‘third-party brands at M&S’ strategy by expanding the presence of the womenswear brand. Commencing this month, Nobody's Child will be welcomed back to popular locations including Trafford Manchester.

There will be pop-up shops introduced in 24 new locations. These 450ft pop-ups will offer a capsule collection of over 30 pieces from Nobody’s Child’s SS24. The curated offer will continue to enhance the core spring-summer M&S range.

Jody Plows, CEO of Nobody’s Child, said: "This development represents a significant step forward in our mission to make responsible fashion accessible to all women.

"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."

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. During the trial, over 86,000 M&S customers shopped the brand in-store, with sales of the brand also jumping by 126% year-on-year online.

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.

Nishi Mahajan, Director of Third-party Brands at M&S, said: "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.

"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."