Marks & Spencer has announced it will welcome responsible fashion brand, Nobody’s Child to 48 more stores across the UK from March, bringing the total number of M&S stores the brand is available in to 60.
As well as welcoming the brand back to popular locations including Trafford Manchester, the pop-up shops will be introduced to 24 new locations across the UK, including Bath, Edinburgh and Nottingham.
The launch is the next phase of the partnership and follows the success of the Nobody’s Child pop-up shops last year when M&S trialled the concept in 30 stores for Spring / Summer. During the season, over 86,000 M&S customers shopped Nobody’s Child in store, with sales of the brand also jumping by +126 per cent (vs LY) on M&S.com.
The pop-up shops were proven to drive new customers to M&S too – 20 per cent 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 per cent, which contributed to an increase in total dress sales of +16 per cent.
The 450ft pop-up shops will offer 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 ranging 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 their heartland in distinct floral prints, the carefully curated capsule collection will continue to complement and enhance the core Spring Summer range at M&S.
