Marks & Spencer (M&S) has set a precedent as the first top UK retailer to offer stoma knickers.
- The product addresses needs identified by M&S staff and charity Colostomy UK.
- Initiated by M&S onboarding manager Jiggy Sohi from personal insights and shared experiences.
- Stoma knickers, available online and in select stores, aim for inclusion and comfort.
- M&S continues efforts towards accessible fashion, collaborating closely with affected individuals.
Marks & Spencer has taken a pioneering step by becoming the first significant UK high street retailer to introduce stoma knickers. This product, which caters to the specific needs of individuals living with stomas, is a testament to the company’s commitment to inclusivity and customer care. The launch aligns with M&S’s broader strategy of ensuring all customers feel comfortable and confident in their offerings.
The concept for stoma knickers was brought forward by Jiggy Sohi, M&S’s brands onboarding manager, whose own experience of living with a stoma highlighted a crucial gap in the market. Her initiative was bolstered by contributions from employees such as Hannah Gadsby and Denise Jones, who utilised M&S’s internal suggestion scheme, “Straight to Stuart,” to propose this much-needed addition to the retailer’s product line.
These knickers are set to be available online and in selected retail outlets beginning 10 August. M&S collaborated with women living with stomas and Colostomy UK to design the product. Their insights have been central to developing knickers that not only meet the functional needs but also provide comfort and style. The product range is presented in three-packs with four colour options and benefits from a VAT exemption, similar to period underwear.
Soozie Jenkinson, Head of Lingerie Design at M&S, expressed immense pride in launching the range, emphasising the responsibility that comes with being the UK’s market leader in lingerie. By engaging closely with customers and colleagues experiencing stomas, M&S has crafted a product that promotes all-day confidence and support while maintaining aesthetic appeal.
This launch serves as an extension of M&S’s ongoing efforts to make fashion more accessible and inclusive. The company has previously rolled out guidance on breast cancer symptoms across its fitting rooms, showcasing its commitment to responsive and considerate product development.
M&S’s stoma knickers are a significant advancement in inclusive fashion, setting a new standard for the high street.
