Nobody's Child to open more M&S seasonal pop-ups
After a successful trial period last year, Nobody’s Child is to up its presence within M&S stores for its new spring/summer collection, taking store numbers from 10 to 40.
The eco-conscious fashion retailer is adding 30 pop-ups across the retailer’s UK store network to the existing tally from this week and into August. It features the brand’s 30-piece capsule collection of its best-selling products. This includes its signature midi and mini dresses, featuring the most popular styles -- the Alexa and Felicia – “where SS sales volumes at M&S have doubled year on year”, as well as a range of skirts, tops and jumpsuits priced £29-£89.
The launch is the next phase of the partnership “since M&S invested in the brand at the end of 2021 as part its wider ‘Brands at M&S’ strategy”. The carefully curated capsule collection will be available in selected stores “to complement and enhance the core range at M&S, supporting customers as they seek out styles for the new season”, said M&S.
The 30 stores where the pop-ups will be available include three in Glasgow, plus Belfast, Bluewater, Cambridge, Canterbury, Chester, Croydon, Derby Westfield, Kensington and Marble Arch London, Merry Hill, Oxford, Teeside, White City London, and York, among others. The brand is already in Cheshire Oaks, Lisburn, Liverpool, Trafford Centre Manchester, Mary Street Dublin, Meadowhall, Metro Centre, Stratford City London and Thurrock.
Nobody’s Child “continues to be one of M&S’s top performing brands – shopped by over 300,000 customers each year”, added the retailer, and the brand “takes two-thirds of annual sales during the spring and summer months; a time when dresses — which M&S sell 2.5 million a year — are also a top-performing category, taking 22% of customer spend”.
Richard Price, Managing Director of Clothing & Home at M&S, said: “Nobody’s Child were the first third-party brand that we introduced to our ‘Brands at M&S’ platform and season after season, they’re loved by our customers.
“The pop-up shops put the best of the brand in front of our customers in store, at a time when they’re shopping for events and occasions over the spring and summer. Whether they have shopped Nobody’s Child previously on M&S.com or are discovering the brand for the first time, this is one of the many ways we’re becoming more relevant, more often to encourage shopping across the M&S ecosystem.”
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