Nobody’s Child is significantly expanding its reach in sustainable fashion.
- M&S holds a 27% stake in the retailer, contributing to its growth.
- The brand’s eco-conscious products are now sold in 200 stores globally.
- Nobody’s Child’s revenue has quadrupled over the past two years.
- The company emphasises sustainability through digital product passports.
Nobody’s Child has emerged as a notable player in the fashion industry, gaining significant attention with its eco-friendly approach. The retailer, supported by a 27% investment from M&S, has increased its presence on high streets through 60 pop-ups and owns three stores. Recently, it received Retail Gazette’s Fashion Game Changer award, underlining its commitment to sustainable fashion.
The partnership with M&S began in 2020, marking Nobody’s Child as the first third-party brand available on M&S.com. This collaboration has enhanced M&S’s brand portfolio, with partner sales growing by 40% year on year. The brand remains a top performer for M&S, which sees Nobody’s Child as vital in drawing customers looking for sustainable fashion options.
In 2022, M&S increased its investment in Nobody’s Child to bolster growth and sustainability initiatives. Founder Andrew Xeni praised M&S’s leadership for their commitment to shared values focused on sustainability. The collaboration fosters innovation and mutual growth, creating a culturally aligned partnership dedicated to offering diverse and inclusive fashion experiences.
In terms of international expansion, Nobody’s Child has made strategic moves by partnering with well-known retailers like John Lewis, Next, and Asos. Despite M&S’s minority stake, the brand operates independently while leveraging the expansive reach provided by M&S. Additionally, the brand has embraced digital innovations such as digital product passports, enhancing transparency in the supply chain and earning customer trust.
Established in 2015, Nobody’s Child is committed to sustainable fashion. It sources 90% of its materials from responsible suppliers and aims to integrate digital product passports across all products. This initiative provides consumers with detailed information about the environmental impact of their purchases. The brand’s international presence has expanded to Saudi Arabia, Kuwait, Dubai, and further into Europe, North America, and Australia.
The brand is also diversifying its product range beyond dresses, venturing into casual wear, knitwear, tailoring, and premium outerwear. Collaborations with brands such as Alohas reflect its growth and commitment to sustainability. Founder Xeni expresses cautious optimism about physical store expansion internationally, aiming for well-timed and strategic growth.
Nobody’s Child, with its strong partnership with M&S, continues to mark its territory in the sustainable fashion industry.
