M&S is bringing Nobody’s Child pop-up shops to 48 more stores across the UK from this month, bringing its total to 60.
As well as bringing the label back to popular locations, including Trafford Manchester, the pop-up shops launch in 24 new locations across the UK, including Bath, Edinburgh, and Nottingham.
The 450ft pop-up shops will house a capsule collection of over 30 pieces from Nobody’s Child’s SS24 collection.
The launch comes under the next phase of the partnership between M&S and Nobody’s Child, after the retail giant trialled seasonal pop-up shops for the brand last year across 30 stores for the spring/summer.
The season saw 86,000 M&S customers shopping for Nobody’s Child in store, with sales of the brand up 126% on its website.
The retailer said the pop-up shops also brought in new customers, with 20% having previously not shopped for dresses at the retailer, and saw one in five shoppers purchasing an M&S dress.
Additionally, stores housing the pop-up shops saw average spend on womenswear rise 8.6% during the period, contributing to a 16% uplift in total dress sales.
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Director of third party brands Nishi Mahajan said: “Nobody’s Child were the first third-party brand that we introduced to our ‘Brands at M&S’ platform and they continue to be one of the most-loved by our customers.
“Last year, the pop-up shops were a huge success, complementing and enhancing our core range to make M&S the destination for dresses during the spring / summer season – whether it’s for work, weekend or special occasions.”
She added: “Our partnership with Nobody’s Child is a proof point to the success of our Brands at M&S strategy – when we get the partnership right, everyone wins.”
Last month, M&S unveiled a partnership with Puma and Reebok, as it continues developing its third-party sportswear offer.
In a move to expand and drive online growth, the retail giant launched over 140 products from the two sports giants on its Sports Edit platform.
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