Nobody’s Child partners with M&S to expand its eco-friendly fashion footprint.
- M&S holds a 27% stake, supporting growth through pop-ups and new stores.
- Founder Andrew Xeni emphasizes the sustainability focus of Nobody’s Child.
- International expansion includes key markets like Saudi Arabia and Canada.
- Digital product passports enhance transparency and trust in fashion.
Nobody’s Child has cemented its presence in the fashion industry with the support of major retailer M&S, who owns a 27% stake. This strategic partnership has facilitated the expansion of Nobody’s Child through 60 pop-up locations within M&S stores and the establishment of three standalone stores. The collaboration has garnered recognition, evidenced by the Fashion Game Changer award the brand recently secured. The retailer, which will celebrate its 10th anniversary next year, boasts a global presence across 200 stores, doubling its physical locations yearly.
The partnership between M&S and Nobody’s Child began in 2020, marking the retailer’s first third-party brand collaboration on M&S.com. The relationship has flourished as Nobody’s Child has consistently ranked among the top-performing brands for M&S, with sales witnessing a significant increase. Nishi Mahajan, M&S’s director of third-party brands, highlighted the reciprocal benefits of the alliance, referring to it as a success story that blends cultural and business objectives.
Nobody’s Child’s robust growth trajectory is largely attributed to its commitment to sustainability. Emphasizing ethical practices, the brand is on a mission to make fashion more eco-friendly. Founder Andrew Xeni has steered the company towards using responsible fabrics, with 90% of its products meeting these standards. The introduction of a digital product passport further underscores the brand’s dedication to transparency, providing consumers with detailed information about the production journey of their garments.
On the international front, Nobody’s Child has ventured into new markets, including Saudi Arabia, Kuwait, and Dubai, through its M&S association and online platforms like Nordstrom. Despite the success, Xeni remains cautious about opening standalone stores overseas but is optimistic about carefully timed expansions.
Nobody’s Child is redefining its product range by venturing into new categories such as casualwear and outerwear. Collaborations with brands like Alohas have expanded its offerings, demonstrating the brand’s ambition to broaden its appeal beyond summer dresses. The strategic expansion in product and store footprint signifies Nobody’s Child’s determination to reach a wider audience while maintaining its eco-conscious ethos.
Nobody’s Child is pioneering sustainable fashion, propelled by strategic partnerships and a commitment to ethical production.
