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Nigel TAYLOR Published
March 7,长沙U币兑换费用 2025
M&S is to expand the Nobody’s Child women’s fashion brand to more of its UK stores as the success of its third-party relationships continues.
One of its bestselling third-party brands, the retailer is to roll out Nobody’s Child to 48 more stores this month, bringing its total availability to 60 stores. New store locations will include Trafford Manchester, Bath, Cambridge, Canterbury, Chester, Edinburgh and Nottingham.
M&S said that the launch of new in-store pop-up units also marked the next phase of the partnership and followed the success of the Nobody’s Child temporary units last year when it trialled the concept in 30 stores for spring/summer. During the season it said more than 86,000 M&S customers shopped the label in-store, with sales of the brand also leaping 126% year-on-year on its website.
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 retailer acquired a 27% stake in Nobody’s Child in 2025, becoming its first such investment. The brand will continue to operate independently but M&S clearly aims to scale the business.
Last year, M&S increased its backing in the brand to expand the product range in its stores and online, as well as overseas. It said the fresh funding would support its expansion plans and allow the company to buy more stock to cover expected increased demand.
Nishi Mahajan, the director of third-party brands at M&S, said: “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. Our partnership… is a proof point to the success of our strategy — when we get the partnership right, everyone wins.”
Jody Plows, the chief executive of Nobody’s Child, added: “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.”
M&S’s third-party agreements, under its ‘Brands at M&S’ platform, was introduced to target a younger and wider audience without alienating its core customers. It has grown to more than 90 labels, including Hobbs, White Stuff, Adidas, Skechers, Radley and Lyle & Scott, with more expected to follow.