- M&S to welcome 400ft Nobody’s Child pop-up shops to 30 stores across the UK from March to August, featuring 30-piece capsule collection of the brands bestselling products
- Launch follows successful store trial last year and is the next phase of partnership since M&S invested in the eco-conscious brand at the end of 2021, as part of wider ‘Brands at M&S’ strategy
This week, Marks & Spencer is welcoming eco-conscious fashion brand, Nobody’s Child to 30 stores across the UK from March to August.
The 400ft seasonal pop-up shops, will offer a 30-piece capsule collection of Nobody’s Child’s signature midi and mini dresses, including the brands most popular styles the Alexa and Felicia – where SS sales volumes at M&S have doubled year on year - as well as a range of skirts, tops and jumpsuits priced from £29-£89. The carefully curated capsule collection will be available in selected stores to complement and enhance the core range at M&S, supporting customers as they seek out styles for the new season.
The launch follows the successful trial of Nobody’s Child in 10 M&S stores last year as M&S continues to grow the physical presence of the brand outside of London – in regions including Kent and Scotland. 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 to new customers and encourage cross channel shopping across the M&S ecosystem. Across the 30 stores where the pop-up shops will be available - an average of more than 2.5 million customers come through the doors every month.
The first third-party brand partner to launch on M&S.com, Nobody’s Child continues to be one of M&S’ top performing brands – shopped by over 300,000 customers each year. With their heartland in statement dresses and distinct floral prints, Nobody’s Child take two thirds of their annual sales during the spring and summer months; a time when dresses – which M&S sell 2.5 million a year - are also a top performing category, taking 22% of customer spend.
The seasonal pop-up shop concept is the next phase of growth in the partnership, following M&S investment at the end of 2021 as part of the wider Brands at M&S strategy. Last year, M&S also welcomed Clarks Kids, Smiggle and Hype into its stores to provide a one-stop-shop for Back to School. This carefully curated approach to ‘Brands at M&S’ in store is driving new customers, frequency and increased spend at M&S.
Richard Price, Managing Director of Clothing & Home at M&S commented: “Nobody’s Child were the first third-party brand that we introduced to our ‘Brands at M&S’ platform and season after season, they’re loved by our customers. 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&S.com 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.”
Jody Plows, CEO of Nobody’s Child commented: “At Nobody’s Child, we are on a mission to offer beautiful, responsible product to every woman without costing the earth. 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 pop-up shops will open in Aberdeen, Argyle Street Glasgow, Belfast, Bluewater, Bromley, Cambridge, Canterbury, Chester, Croydon, Derby Westfield, Glasgow Fort, Kensington, Leeds, Longbridge, Marble Arch, Merryhill, Merton, Newtownbreda, Orbital Swindon, Oxford, Pollok Glasgow, Plymouth, Pudsey, Tamworth, Teeside, Vangarde Monks Cross, Westwood Cross, White City London, Worcester and York.
The brand continues to be available in Cheshire Oaks, Lisburn, Liverpool, Trafford Centre Manchester, Mary Street Dublin, Meadowhall, Metro Centre, Stratford City London and Thurrock.
Nobody’s Child is also available to shop on M&S.com for free click and collect to over 700 stores.
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Timeline of M&S and Nobody’s Child partnership
- September 2020 – Nobody’s Child became the first Clothing brand to go live on M&S.com
- March 2021 – ‘Brands at M&S’ officially launched introducing several clothing brands to the platform
- November 2021 – M&S purchased a minority stake in Nobody’s Child
- April 2022 – Nobody’s Child opened in x10 M&S stores across the UK
- March 2023 – Nobody’s Child opened x30 pop-up shops in M&S stores across the UK
Brands at M&S
The Brands at M&S platform has now grown to over 50 third-party brands, delivering over 50% in growth in Q3 and representing 8% of total Clothing & Home sales. The curated approach to selecting new brand partners is driving new customers, frequency and increased spend, with the majority of third-party brand orders also contain an M&S product. Whilst the brand partners have access to over 30m M&S customers, substantial customer data and engagement alongside omnichannel purchase and return opportunities.
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2023 Fashion, Home & Beauty