M&S adds Nobody’s Child pop-up to 30 stores following successful trial
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.
In 2022, as the high street retailer’s ‘Brands at M&S’ strategy gained momentum, M&S trialed Nobody’s Child in 10 stores.
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.”
Jody Plows, CEO of Nobody’s Child, added: “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.”
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.
