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Marks & Spencer takes a 25 percent stake in responsible women’s clothing brand Nobody’s Child

Marks & Spencer goes shopping! High Street giant to acquire 25% stake in women’s clothing brand Nobody’s Child after independent label’s midi dresses were ‘incredibly popular’ during a recent partnership

  • Fashion brand founded by Andrew Xeni six years ago has reached an agreement with M&S
  • Nobody’s Child became the first brand to launch on M&S.com and was quickly seen by the retail giant as a huge success with their customers
  • Xeni’s brand, famous for fashionable dresses, remains independent but can use M&S’s investment and infrastructure to grow on a large scale


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Marks & Spencer has acquired a 25 percent stake in independent label Nobody’s Child after the two brands successfully collaborated on M&S.com.

After paying an undisclosed amount for the affordable and responsible fashion brand – known for its fashionable dresses – the high street goliath in return will ensure that the independent brand can use its investment and infrastructure to continue growing.

M&S’s investment is the UK retail giant’s latest step to expand its branded apparel business as part of its long-term transformation strategy.

Founded in 2015 by Andrew Xeni, Nobody’s Child was the first third-party brand to be featured on M&S.com earlier this year.

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Nobody's Child, the fashion brand founded by Andrew Xeni six years ago, has signed a deal with M&S for 25 percent of its sales

Nobody’s Child, the fashion brand founded by Andrew Xeni six years ago, has signed a deal with M&S for 25 percent of its sales

The high street goliath is impressed with how a recent collaboration with the independent brand has gone on M&S.com, with customers buying midi dresses

The high street goliath is impressed with how a recent collaboration with the independent brand has gone on M&S.com, with customers buying midi dresses

The high street goliath is impressed with how a recent collaboration with the independent brand has gone on M&S.com, with customers buying midi dresses

M&S said Nobody’s Child Drives is currently “the most visited guest brand” on the site, with shoppers especially raving about the company’s midi dresses.

Richard Price, Director of M&S Clothing and Home, said: ‘Nobody’s Child was the first brand to be launched on M&S.com and has proved incredibly popular with new and existing M&S customers.

“We will continue to develop the offerings on our site together, as we now support the brand to grow independently as part of the M&S family.”

The smaller fashion brand has experienced rapid growth over the past year, benefiting from the fame of M&S’s online platform – where fashion fans could buy 140 options from Nobody’s Child.

This week’s deal will keep Nobody’s Child operating independently, but will now give it access to M&S’s investments and infrastructure to grow at scale.

The two brands said that as the partnership develops, there will be more opportunities for collaboration.

Xeni's brand, famous for fashionable dresses, remains independent but can use M&S's investment and infrastructure to grow on a large scale

Xeni's brand, famous for fashionable dresses, remains independent but can use M&S's investment and infrastructure to grow on a large scale

Xeni’s brand, famous for fashionable dresses, remains independent but can use M&S’s investment and infrastructure to grow on a large scale

M&S’s investment is part of its brand-focused strategy that has used several models, including wholesale deals, exclusive partnerships and strategic acquisitions to grow its apparel business.

The group also launched its first new Jaeger lines last month after purchasing the trustee brand at the start of the year as part of its strategy.

The latest deal comes days after M&S raised its earnings estimates due to strong performance from both its apparel and household and food businesses.

Jody Plows, chief executive officer of Nobody’s Child, said: “We are proud of the growth over the past year and in particular our M&S partnership.

‘Nobody’s Child is an independent brand, with a passionate team committed to providing easy-to-wear pieces made from sustainable fabrics at affordable prices.

This remains the driving force behind everything we do. “We are delighted that this also aligns with the M&S customer and that Nobody’s Child is perfectly positioned to meet the needs of a wider audience.” As part of the move, Nobody’s Child clothing will be launched in M&S stores from next year.

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