Nobody’s Child, with a 27% investment from M&S, is making waves in sustainable fashion.
- The brand has expanded to 200 stores globally, doubling its physical presence annually.
- Nobody’s Child’s revenue quadrupled in two years, with third-party sales soaring by 87%.
- The introduction of digital product passports enhances transparency and boosts customer trust.
- International expansion continues cautiously, as the brand enters new markets with strategic partnerships.
Nobody’s Child is rapidly becoming a noteworthy name in the fashion world, supported significantly by a 27% investment from retail giant M&S. The brand has grown its reach through 60 M&S pop-ups and three standalone stores. Selling in 200 locations globally, it has doubled its physical store presence year on year, a momentum that secured them Retail Gazette’s Fashion Game Changer award recently.
Founder Andrew Xeni highlights the profound exposure granted by the collaboration with M&S, a retailer that ‘dresses half the nation.’ This relationship began in 2020 and has been a pivotal part of M&S’ strategy, driving a 40% increase in partner sales in the latest half year. Nobody’s Child remains a favourite among M&S customers, having been identified as a key player during the spring/summer season.
The strategic partnership includes a focus on sustainability, directly aligning with Nobody’s Child’s brand ethics. This collaboration has resulted in a dedicated effort to provide eco-friendly fashion, with a remarkable 90% of their clothing made from responsible materials. The brand is working diligently on the remaining 10%, aiming for complete sustainability.
Nobody’s Child stands out with the launch of their digital product passports, an innovative step towards retail transparency in anticipation of EU product transparency laws. These digital passports enable shoppers to trace the journey of their clothing from raw materials to distribution, including carbon emissions data and care options. This initiative not only won them the Fashion Game Changer award but also cemented customer trust.
Despite its close ties with M&S, Nobody’s Child maintains diverse partnerships with other retailers like John Lewis and Asos, indicating robust performance across different channels. Their independent operation allows flexibility and ensures that they can strategically choose when and how to expand internationally, with recent growth seen in markets such as Saudi Arabia, Kuwait, and Dubai.
Expansion isn’t solely store-based; the product range is increasing as well. Nobody’s Child has successfully launched categories like casualwear and premium collaborations, moving beyond its signature summer dresses. Founder Xeni expresses a commitment to elevating the brand further with plans for new product offerings from global locations like India.
Nobody’s Child’s focus on sustainability and strategic growth paints a promising future, as they balance expansion with ethical commitments. Their efforts in both physical and digital realms aim to redefine value fashion while adhering to eco-friendly practices.
Nobody’s Child’s commitment to sustainable growth and ethical fashion continues to attract significant attention and success in the industry.
