Marks & Spencer buys stake in Nobody’s Child in brand push

Nobody’s Child, the first third-party brand that M&S worked with as it introduced a range of partners including Seasalt and Early Learning Centre, will continue to operate as a separate business. Marks & Spencer’s investment and infrastructure will help Nobody’s Child grow.

The tie-up is part of the Brands at M&S programme, which includes wholesale agreements, exclusive collaborations and strategic acquisitions such as that of Jaeger. M&S now has 30 brand partners, which include shoe specialist Clarks and Fat Face. Brands are primarily sold online but also feature in selected stores.

M&S said that Nobody’s Child is the most visited brand on its website following its debut in September 2019. 

M&S clothing and home managing director Richard Price 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 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.”

An emphasis on sustainability

Nobody’s Child chief executive Jody Plows said: “We are proud of the growth over the last year and particularly our M&S partnership. Nobody’s Child is an independent brand 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.”

Nobody’s Child, which puts an emphasis on sustainability, was established in 2015 and New Look founder Tom Singh is an investor.

Traditionally own-brand retailers are increasingly working with, and investing in, third party brands. M&S rival Next is taking a similar approach and has invested in brands such as Reiss.