M&S is set to launch a pioneering range of stoma knickers, marking a UK high street first.
- The innovative product was developed in collaboration with individuals living with stomas and the charity Colostomy UK.
- Inspired by personal experiences within the team, M&S aims to enhance comfort and confidence for women.
- The knickers are VAT exempt, aligning with similar products such as period underwear.
- Available from £18, the range will be sold online and in select stores across the UK.
M&S is set to transform its lingerie collection with the introduction of a revolutionary range of stoma knickers, becoming the first major UK high street retailer to offer such a product. This groundbreaking initiative, launching online and in select stores, is the result of collaboration between M&S’s in-house team, women living with stomas, and the charity Colostomy UK.
The innovative stoma knickers originated from M&S brand onboarding manager Jiggy Sohi, inspired by her own experience with a stoma. Her vision, echoed by employees Hannah Gadsby and Denise Jones through the ‘Straight to Stuart’ suggestion scheme, was to create a product that empowers and instils confidence in women.
M&S’s Jiggy Sohi expressed her satisfaction, stating, ‘I had the opportunity to help make a change which would empower women to feel more confident, more beautiful and more included. I’m overjoyed that M&S are now the first high street retailer to launch stoma knickers.’ Her dedication highlights the gap in the market and the necessity for inclusive lingerie options.
These stoma knickers will be available in three-packs with four colour options, retailing from £18 for a pack. Additionally, they benefit from exemption of the 20% VAT, similar to period underwear, making them a practical choice for consumers.
M&S head of lingerie design, Soozie Jenkinson, underlined their commitment by saying, ‘We are incredibly proud to be the first UK high street retailer to launch a range of stoma knickers. We have worked very closely with Colostomy UK as well as our colleagues and customers living with stomas and by listening and responding to their needs, we have developed a range of knickers that are designed to provide comfort, support and all-day confidence – whilst looking stylish.’
The availability of this new product will be widespread, hitting online shelves and select stores, including key locations such as Bluewater, Braehead, and Marble Arch, ensuring accessibility for a wider audience.
M&S’s introduction of stoma knickers represents a significant step towards inclusive and accessible fashion on the high street.
