Marks & Spencer (M&S) has announced the expansion of Nobody’s Child pop-up shops to an additional 48 stores across the UK from March 2023.
The pop-up shops span 450ft and will offer a capsule collection of more than 30 pieces from Nobody’s Child’s Spring/Summer 2024 (SS24) collection, including the Nobody’s Child x Happy Place by Fearne Cotton collection.
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The selection will include best-selling midi, mini and maxi dresses such as the Alexa, the Starlight and the Felicia.
The expansion follows the successful trial of Nobody’s Child in 30 M&S stores for SS23.
It will increase the presence of the fashion brand to 60 M&S locations.
The pop-up shops will return to popular locations such as Trafford in Manchester and debut in 24 new locations, including Bath, Edinburgh and Nottingham.
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By GlobalDataThe initiative is part of the ongoing partnership between M&S and Nobody’s Child, which has made the brand popular among M&S customers.
A total of 86,000 M&S customers purchased items from Nobody’s Child in-store during the trial, with online sales of the brand surging by more than 126% compared to the previous year.
The average customer spend on womenswear in stores featuring the pop-up shops increased by 8.6%, contributing to a 16% rise in total dress sales.
M&S third-party brands director Nishi Mahajan stated: “Nobody’s Child was the first third-party brand that we introduced to our Brands at M&S platform and they continue 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 it’s 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.”
M&S recently announced an investment of £89m ($112m) to increase pay for its UK staff.
