A Destination for all Women
Nobody’s Child celebrates every woman, offering timeless style and effortless fits for all ages and occasions. Since inception, they have created clothes that feel as good as they look for people who embrace individuality, live with purpose and want to leave the world a little better than they found it. RLI spends some time with CEO Jody Plows to gain a better understanding of this aspiring company.
Founded by entrepreneur Andrew Xeni in 2015, Nobody’s Child initially became known for its dresses, but they have grown so much as a business since launch. What began with a single dress has blossomed into a destination for effortless, feminine style, deeply rooted in their shared values and bold vision. Every step they have taken has been fuelled by creativity, passion and a desire to make a positive impact.
For the company it has been over a decade of creativity, growth and bold ideas and the values that guide them have not changed. These values are at the heart of who they are and what they do. This guides every step and unites the team behind their mission.
The brand was built on a single premise, to create beautiful, ethically made product at an affordable price without compromising on the integrity of the garment. When Jody Plows came on board in 2020 as CEO, together with notable shareholders including Tom Singh OBE, they reset the vision to become a leading responsible brand.
“Over the years, we have grown from a collection of dresses to an all-year round lifestyle brand. We opened our first pop-up store in Carnaby five years ago and have just opened our eleventh store in Bath,” explains Jody Plows, CEO of Nobody’s Child. “One key milestone has been launching our pioneering Digital Product Passport initiative in 2023 and also becoming B Corp Certified in 2025.”
Discussing the role that physical retail plays in Nobody’s Child’s strategy, the CEO highlights that stores are an important part of their strategy and in 2026 alone they have opened boutiques in Bath, Bluewater, Harrogate and Cambridge. The stores enable them to showcase their key product and connect with both loyal and new customers.
Expansion can take many forms in the multi-format world of retail, so we took the chance to discuss the expansion strategy for the company and if there were any particular locations, channels or product categories that the CEO views as important for future growth.
“Over the last five years, we have expanded strategically through selected partners and priority markets to establish a scalable global presence. Today we are proud to be stocked in 313 stores around the world through 25 retail partnerships including Bloomingdale’s and Dillard’s in America. Over the next 12 months we are set to continue to focus on our expansion plans in the US.”
The fashion market is an incredibly competitive one, because of this, Plows feels the company continues to stand out and maintain a strong connection with customers because they love connecting with all their customers and they will continue to collaborate with like-minded brands and people and be part of key events.
The entire team works in collaboration with the aim of designing and developing product that has a lower impact on the planet, from the materials, the ethical suppliers they work with to the transparency and traceability through their DPP (Digital Product Passport) to enable them to make better decisions.
“Linear business models have been the norm for as long as most of us can remember and transforming through circularity takes a huge mind-set shift. You have to go right back to the beginning in order to re-shape the way you do business,” the CEO explains. “At Nobody’s Child, we are trialling circularity through partnerships that reduce waste, with a view to scaling them. We believe that it is not about becoming circular straight away, it is about being less linear with every step you take.”
In today’s retail climate, social media is a huge part of how customers discover and connect with brands; the same can certainly be said for Nobody’s Child. Their social media team explore a variety of formats, from campaign videos to in-store content and glimpses behind-the-scenes. They see social media as a space in which they can bring the brand to life. Influencers are a part of that strategy, reinforcing their brand positioning through aspirational yet attainable lifestyle content.
As our time with Plows runs out, we ask her what the ambition is moving forward and what would she like customers and the wider retail industry to understand about the future of Nobody’s Child?
“Our vision is to cement our positioning for the next ten years and become a destination brand for all women. I am incredibly proud of what we have achieved, however we feel like we have just got started. We will keep asking questions, listening, learning and being honest about our journey,” Plows concludes.
