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Marks and Spencer has announced it is furthering its partnership with Nobody’s Child by investing in a 25% stake in the clothing brand, following a “positive first year of working together”.
While Nobody’s Child will continue to operate independently, it will now be able to use M&S’s investment and infrastructure to help scale the brand, while M&S said it will benefit from the “agility” of Nobody’s Child, including the brand’s focus on near-sourcing supply.
According to both groups, there will also be further opportunity for collaboration between the brands, including developing fashion and design talent and sustainability initiatives. For example, both brands have recently launched on rental platform Hire Street.
The latest investment forms part of the ‘Brands at M&S’ strategy, which uses different models including wholesale agreements, exclusive collaborations, strategic acquisitions and investments.
M&S said the strategy has so far produced “encouraging” results. The retailer now trades with over 30 partners from Sloggi lingerie to Ghost dresses to Clarks school shoes. M&S is also investing in smaller retailers via the True fund, which has recently seen it bring Cornish-based kidswear brand Frugi onto M&S.com.
Nobody’s Child has already proven popular on M&S.com, and is reportedly the most visited guest brand. The most popular product type has been the range of midi dresses, which to date have been in 12% of Nobody’s Child orders on M&S.com
Richard Price, MD of M&S Clothing and Home, said: “We’re shaping the future of M&S Clothing – the strength of our own-brand product, our broad customer base and the reach of M&S.com makes us an attractive platform partner. In turn, introducing brands helps us become more relevant, more often for our 22m customers – offering them a convenient and seamless shopping experience.
“Nobody’s Child was the first brand to launch on M&S.com and has proved incredibly popular with new and existing M&S customers. We will continue to collaboratively develop the offer on our site, whilst now supporting the brand to grow independently as part of the M&S Family.”
Jody Plows, CEO at Nobody’s Child, said: “We are proud of the growth over the last year and particularly our M&S partnership. Nobody’s Child is an independent brand, with a passionate team committed to delivering easy to wear pieces from sustainable fabrics at affordable prices.
“This remains the driving force behind everything we do. We are delighted this also resonates with the M&S customer and feel Nobody’s Child is perfectly positioned to meet the needs of a wider audience. We are excited to be launching in M&S stores next year.”
