Marks and Spencer has begun stocking independent fashion brands on its site, with debut partner Nobody’s Child launching yesterday (1 October).
According to The Guardian, the decision, initially announced in May, seeks to “reinvigorate” the retailer’s “struggling clothes arm” by widening its customer appeal.
Nobody’s Child markets itself as “eco-conscious affordable fashion” which has “mindful” manufacturing processes at the centre of its ethos. The London label’s clothing comprises largely recycled and “sustainably sourced” materials.
The launch follows several months of attempts at change in the clothing department at Marks and Spencer. Over the summer, M&S lost out to rival Next in a battle to operate lingerie brand Victoria’s Secret in the UK.
The move marks another UK retailer focusing efforts on ecommerce. As reported by several retail groups in recent weeks, such as H&M and N Brown, online trade has experienced a significant boost in 2020, while in-store shopping has fallen dramatically.
In August M&S revealed it would cut staff numbers by 7,000, spread across its stores and head office.
Speaking to Drapers, Stephen Langford, director of ecommerce at M&S, said: “Nobody’s Child has been selected as our first brand to test this model using a curated range from its wider offer which we think will resonate with our customers.
“The Nobody’s Child team is experienced at operating as a third-party brand, has an excellent near-sourcing supply chain and shares our passion for sustainable clothing.”