Marks & Spencer is to expand the number of stores that carry its eco-conscious, affordable fashion brand Nobody’s Child from 12 to 60, following a successful trial.
It said that dress sales in the M&S stores that took part in the trial last summer rose 16.5 percent. As a result, Nobody’s Child ranges will be available from March 14 in M&S stores such as Manchester’s Trafford Centre, Bath, Edinburgh, Nottingham and its Marble Arch flagship in London.
Aside from its bestselling range of mini, midi and maxi dresses, the Nobody’s Child spring and summer range at M&S will include a collection designed by Fearne Cotton, as well as jeans, blouses, jersey tops and relaxed tailoring.
Nobody’s Child’s has been available to buy on M&S.com since 2020 and its success saw the high street favourite take a 27% stake in the fashion brand the following year. M&S director of third party brands Nishi Mahajan said: “They (Nobody’s Child) continue to be one of the most loved by our customers.”
Jody Plows, chief executive of Nobody’s Child, said: “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.”
Separately, M&S co-chief executive Katie Bickerstaffe is to retire from the company at its annual meeting in July. Bickerstaff is responsible for data, digital and technology at M&S and she will be replaced by Rachel Higham, chief information officer at advertising giant WPP.
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