Published
Oct 1, 2020
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M&S adds third-party brand to fashion offer as Nobody's Child debuts online

Published
Oct 1, 2020

M&S has taken a major step forward in e-commerce with the first-ever third-party brand now being sold on its website. The company has unveiled Nobody’s Child as its first external brand.


Nobody's Child



“You'll find feminine prints in beautiful silhouettes, offered in the Nobody's Child collection,” says a message on its webstore. “Whether you're seeking our signature star or spot prints or understated shades, there are mini, midi, and maxi dresses to choose from. We have a capsule collection of knitwear, perfect for layering, and day dresses suitable for all occasions”.

Throughout its long history, M&S has only sold its own fashion brands but the new move comes as it works to improve its overall clothing performance and also to boost the proportion of its sales that come through digital channels.

It’s offering a range of 140 womenswear pieces from Nobody’s Child, which describes itself as "an independent, eco-conscious fashion brand with a spirited customer base that shares our passion for sustainability and self-expression”. 

While M&S has a history stretching back to 1884, Nobody’s Child was only founded in 2015. M&S said it thinks the brand will resonate with its consumers.

The company added that more brands could join its fashion offer later.

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