Marks & Spencer has announced it will open further Nobody’s Child pop-up shops within its stores across the UK, following a successful trial last summer.
Nobody’s Child, which M&S first invested in at the end of 2021, is set to open pop-ups in 48 of the retailer’s stores this year, building upon the 12 existing pop-ups and bringing the brand’s total M&S footprint to 60.
The openings will start this month and include new locations such as Bath, Edinburgh and Nottingham, as well as being reintroduced to others, including the Trafford Centre, Manchester.
The news comes after a “successful” trial of pop-us last summer, which saw dress sales increase by 16.5% in the participating 30 stores.
The partnership also saw 86,000 customers shop the brand during the period, with Nobody’s Child sales up 126% year on year online at M&S.
M&S director of third-party brands Nishi Mahajan said: “Nobody’s Child was the first third-party brand that we introduced to our Brands at M&S platform and it continues to be one of the most-loved by our customers.
“Last year, the pop-up shops were a huge success, complementing and enhancing our core range to make M&S the destination for dresses during the spring/summer season – whether for work, weekend or special occasions.
“Our partnership with Nobody’s Child is a proof point to the success of our Brands at M&S strategy – when we get the partnership right, everyone wins.”
Nobody’s Child chief executive Jody Plows added: “Nobody’s Child is delighted to be expanding into more Marks & Spencer stores across the UK. This development represents a significant step forward in our mission to make responsible fashion accessible to all women.
“We’re incredibly proud to be a part of the M&S family, having become its first third-party brand partner in 2020.
“This is such an important collaboration for our brand and one that we hope resonates with customers of all ages. We look forward to welcoming new and loyal customers into these stores.”
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