M&S Princes Street launches Nobody's Child pop-up

M&S Edinburgh, Princes Street will welcome responsible fashion brand, Nobody’s Child, to its clothing department from last week, becoming one of 60 stores to stock the third-party brand.

Shoppers in Edinburgh will now have access to a capsule collection of over 30 pieces from Nobody’s Child’s SS24 collection, including the popular Nobody’s Child x Happy Place by Fearne Cotton collection.

As well as offering bestselling mini, midi and midaxi dresses – such as the Starlight, Alexa, and Felicia – this season, M&S and Nobody’s Child will also introduce a more diverse selection of timeless trends with many new stylish dress shapes as well as jersey tops, jeans, blouses, relaxed tailoring and a coordinating linen blend collection.

With Nobody’s Child’s heartland in distinct floral prints, the carefully curated capsule collection will continue to complement and enhance the core Spring Summer range at M&S.

Nobody's Child pop-up in M&S Edinburgh.

Nobody’s Child was the first brand to launch on M&S.com and this expansion is the next phase of the partnership, building on the success of Nobody’s Child Spring/Summer pop-ups last year, trialled in 30 stores. During the season, over 86,000 M&S customers shopped Nobody’s Child in store, with sales of the brand also jumping by +126% (vs LY) on M&S.com.

The pop-up shops were proven to drive new customers to M&S too – with 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%.

Jon Cameron, Store Manager at M&S Edinburgh, Princes Street said of the launch:“We always want to offer customers the latest trends in our Clothing department. That’s why we’re so excited to be opening our very own Nobody’s Child pop-up shop in-store, with a capsule collection of up to 30 stylish pieces. Knowing how popular the brand already is on M&S.com, we can’t wait to see customer’s reactions as they explore the pop-up shop!”

Nishi Mahajan, Director of third-party Brands at M&S commented: “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. Last year, the pop-up shops were a huge success, complementing and enhancing our core range to make M&S the destination for dresses during the spring / summer season – whether it’s for work, weekend or special occasions.

"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.”

Jody Plows, CEO of Nobody’s Child commented: “Nobody’s Child is delighted to be expanding into more Marks & Spencer stores across the UK. This development represents a significant step forward in our mission to make responsible fashion accessible to all women.

"We’re incredibly proud to be a part of the M&S family, having become their first third-party brand partner in 2020. 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.”