Nobody’s Child is rapidly expanding its presence, blending sustainability with style.
- The eco-conscious brand has seen significant growth, supported by a strategic partnership with M&S.
- Nobody’s Child has broadened its high street presence, celebrated its Fashion Game Changer award, and amplified international expansion.
- The retailer is committed to sustainability, implementing innovative digital product passports to enhance transparency.
- The brand continues to explore new product categories, aiming to redefine its image beyond summer dresses.
Nobody’s Child, with a growing stake held by M&S, is making significant strides in the fashion industry. Its high street presence has expanded remarkably, with 60 M&S pop-ups and three standalone stores. This growth was recognised with the Fashion Game Changer award, signalling its impactful presence in sustainable fashion.
The collaboration with M&S began in 2020, when Nobody’s Child became the first third-party brand on M&S.com. This partnership has been fruitful, with director Nishi Mahajan highlighting the brand’s popularity during seasonal changes. The 27% stake acquired by M&S aims to propel Nobody’s Child’s growth and sustainability mission.
Founder Andrew Xeni emphasises the mutual benefits of this partnership, noting, ‘The collaboration isn’t just about expanding our footprint; it’s about mutual growth.’ He describes the strategic alignment and shared commitment to sustainability as driving forces behind their success.
Despite speculations, no current plans exist for M&S to increase its stake. The business relationship between Nobody’s Child and M&S appears stable, as reflected by soaring revenues, surpassing £26m, with third-party sales leading at £14m last financial year.
Nobody’s Child’s ethos is deeply rooted in sustainability. It sources responsible fabrics, currently standing at 90%, and aims for total integration. The introduction of digital product passports offers customers detailed insights into garment origins, adhering to upcoming EU transparency laws. Xeni hopes for complete passport integration in the near future.
The brand’s international reach has expanded, entering markets in the Middle East and beyond, with promising early results. Yet, the focus remains on strategic and cautious growth to safeguard financial stability, avoiding rash expansions.
Product diversification is a priority, with new lines launched in casual wear, accessories, and outerwear. Collaborations with other brands like Alohas reflect this broadened portfolio. The aim is to elevate the brand image with premium offerings.
Nobody’s Child’s strategic moves demonstrate a commitment to ethical fashion while maintaining commercial viability. The continued success in various retail channels underscores the effectiveness of its growth strategies.
Nobody’s Child continues to advance its mission, intertwining sustainable practices with strategic growth, cementing its presence in the global market.
