Marks & Spencer has pioneered the offering of stoma knickers as the first major UK retailer to do so.
- The stoma knickers will be available online and in select stores starting 10 August.
- They were designed in collaboration with women living with stomas and the charity Colostomy UK.
- The initiative stemmed from an internal suggestion scheme called ‘Straight to Stuart’.
- These knickers are available in packs of three with an exemption from the 20% VAT tax.
Marks & Spencer has achieved a pioneering milestone with the introduction of stoma knickers into its lingerie collection. The retailer takes pride in being the first major retailer in the UK high street to offer such a product, reflecting its commitment to inclusivity and addressing previously unmet customer needs.
Aimed at providing both comfort and style, the stoma knickers will be available from 10 August through online platforms and in select stores. This product is the result of collaboration between M&S’s in-house lingerie team and Colostomy UK, alongside inputs from women who live with stomas.
The suggestion to launch stoma knickers originated from an employee-driven initiative known as ‘Straight to Stuart’. This programme enables staff to direct ideas to the company’s CEO, showing M&S’s commitment to listening to its employees and fostering innovation from within.
The proposal for the stoma knickers was significantly influenced by Jiggy Sohi, M&S brands onboarding manager, based on her personal experiences with a stoma. Her initiative, alongside contributions from customer assistant Hannah Gadsby and bra fitter Denise Jones, drove the project to fruition.
M&S’s head of lingerie design, Soozie Jenkinson, expressed pride in the inclusion of stoma knickers, noting their potential to offer all-day confidence while remaining stylish. The knickers come in four colour options, available in three-packs, and are similar to period underwear with a VAT exemption.
The selected M&S stores stocking these innovative knickers include Bluewater, Braehead, Bromley, Camberley, Dundrum, Handforth, Leeds, Liffey Valley Dublin, Lisburn, Marble Arch, Meadowhall, Milton Keynes, Norwich, Pantheon, Stratford City London, Thurrock, and White City.
By launching the stoma knickers, M&S continues to embody its leadership role in the UK lingerie market. The company’s ongoing dialogue with customers and charities exemplifies a strategic commitment to delivering accessible and inclusive products.
M&S’s initiative signifies a noteworthy advancement in offering diverse and inclusive product choices to customers.
