A popular fashion brand sold in Marks and Spencer is all set to open three new stores across the UK as it works on its expansion. Nobody’s Child will have three stores in the country with the first one opening on May 22 in Brighton, it has been reported.
The new 1,715 sq ft store at 16-19 East Street will display handmade joinery alongside vintage and reclaimed furniture picked by the Nobody’s Child team. The fashion brand launched its first store outside London in February. Jody Plows, the clothing label’s chief executive, told Drapers that the 1,000 sq ft St. Albans store “has been a perfect fit for [its] customer base.”
She added: “We are looking for locations where we will resonate with the customer in that area and drive new customers to find us.
“We have been very measured and considered in our approach with stores, but we do plan to open more stores.”
“We have had a peak in spring/summer, and that’s been where dresses have been our hero product. So it makes sense to be in locations where there’s strong footfall in summer.
“[Brighton] seems like the perfect place. Our London stores have performed really well, and we’re really excited about going out of London.”
In 2021, Marks & Spencer bought a 27% stake and made Nobody’s Child the first outside fashion brand to be sold by the high street stalwart, reports Guardian.
Meanwhile, Nobody’s Child is also broadening the application of a digital “product passport,” created by Xeni’s technology company Fabacus.
This innovation allows shoppers to trace information about the production process of garments, including details on their origins and the ethical standards of the fabrics, packaging, and components utilised.
Apart from setting its foot in the UK, the clothing brand aspires to expand overseas. The brand is already in Nordstrom and Von Maur department stores in the US as well as Bloomingdale’s in Dubai and M&S outlets in the Middle East.
