Marks & Spencer goes shopping! High street giant snaps up 25% stake in womenswear brand Nobody’s Child after independent label’s midi dresses proved ‘incredibly popular’ during recent collaboration
- Fashion brand founded by Andrew Xeni six years ago has agreed deal with M&S
- Nobody’s Child became first brand to launch on M&S.com and was quickly seen by the high street giant as a huge success with their customers
- Xeni’s brand, famous for fashionable dresses, will remain independent but will be able to use M&S’s investment and infrastructure to grow at scale
Marks & Spencer has snapped up a 25 per cent stake in independent label Nobody’s Child, after the two brands successfully collaborated on M&S.com.
After paying an undisclosed some for the affordable and responsible fashion brand – known for its fashionable dresses – the high street goliath in return will allow the independent brand to use its investment and infrastructure to continue to grow.
M&S’ investment is the latest move by the British retail giant to increase its branded clothing business as part of its long-term transformation strategy.
Nobody’s Child was founded in 2015 by Andrew Xeni and was the first third-party brand to be featured on M&S.com earlier this year.
Nobody’s Child, the fashion brand founded by Andrew Xeni six years ago has agreed a deal with M&S for 25 per cent of its business
The high street goliath has been impressed with how a recent collaboration with the independent brand on M&S.com has gone, with customers snapping up midi dresses
M&S said Nobody’s Child drives is currently ‘the most visited guest brand’ on the site, with shoppers particularly keen on the company’s midi dresses.
Richard Price, managing director of M&S clothing and home, said: ‘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.’
The smaller fashion brand has enjoyed rapid growth over the past year, benefitting from the exposure of M&S’s online platform – where fashion fans could buy 140 options from Nobody’s Child.
This week’s deal will see Nobody’s Child continue to operate independently but will now afford it access to M&S’s investment and infrastructure to grow at scale.
The two brands said that, as the partnership evolves, there will be further opportunity for collaboration.
Xeni’s brand, famous for fashionable dresses, will remain independent but will be able to use M&S’s investment and infrastructure to grow at scale
M&S’s investment is part of its brand-focused strategy which has used different models including wholesale agreements, exclusive collaborations and strategic acquisitions to grow its clothing business.
The group also launched its first new Jaeger lines last month after buying the brand from administrators at the start of the year as part of the strategy.
The latest deal comes days after M&S raised its profit guidance on the back of a strong performance by both its clothing & home and food operations.
Jody Plows, chief executive officer of 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.’ Nobody’s Child clothes will be launching into M&S stores from next year as part of the move.