Nobody’s Child, supported by M&S, is expanding its reach with sustainability as a core focus.
- The brand has significantly increased its physical stores and is a top performer among M&S partners.
- M&S’s investment has been pivotal for mutual growth, enhancing sustainability initiatives.
- Andrew Xeni champions innovative practices, including digital product passports, to bolster transparency.
- Nobody’s Child continues to thrive internationally, with strategic partnerships and product expansion.
Nobody’s Child, with a strategic 27% stake held by M&S, is rapidly expanding its high street presence. In addition to its three standalone stores, the brand operates 60 pop-ups in M&S locations. Notably, it received the Fashion Game Changer award, underscoring its impact in sustainable fashion, doubling its store count worldwide in a year.
The collaboration between M&S and Nobody’s Child began in 2020, marking the former as the brand’s first third-party partner online. This partnership has not only driven a 40% increase in M&S partner sales but has also cemented Nobody’s Child as a valued brand among consumers. Nishi Mahajan from M&S acknowledges the robust partnership, emphasising its role in making M&S a destination for spring/summer dresses.
M&S’s acquisition of a 27% stake in Nobody’s Child and subsequent funding boosts have propelled the brand’s growth and sustainability focus. Andrew Xeni, founder of Nobody’s Child, appreciates the shared values, seeing the collaboration as a vehicle for mutual development. The partnership is culturally aligned, aiming for innovation and inclusivity, without current plans to increase M&S’s stake further.
Nobody’s Child’s annual revenue has soared, quadrupling over two years to £26m, with third-party sales reaching £14m last year. While M&S plays a significant role, other partnerships, like those with John Lewis and Asos, contribute to its burgeoning presence across multiple channels. Operating independently, Nobody’s Child leverages these relationships to optimise growth.
Established in 2015, Nobody’s Child prioritises eco-friendly clothing, with 90% of its products made from responsible materials. The introduction of digital product passports has been a pivotal addition, providing full visibility into the supply chain and influencing consumer trust positively. This innovation aligns with upcoming EU transparency legislation, enhancing the brand’s competitive edge in ethical fashion.
While expanding across the UK and internationally in locations like Saudi Arabia, Dubai, and Canada, Nobody’s Child is also diversifying its product range. The brand has strategically entered new categories, achieving success in casualwear, accessories, and outerwear. Plans to extend its physical retail footprint are carefully considered, prioritising stability and informed decision-making over rapid growth.
Nobody’s Child demonstrates a successful blend of expansion and sustainability, driven by strategic partnerships and innovative practices in the fashion industry.
