Marks & Spencer has started selling an independent eco-fashion brand on its website as part of a plan to reinvigorate its struggling clothing arm.
The Nobody’s Child label bills itself as an antidote to a damaging fast-fashion industry and makes its £35 floaty minidresses and teadresses out of recycled polyester and sustainably sourced viscose. The brand was founded five years ago by Andrew Xeni, an entrepreneur whose family have a background in clothing manufacturing. The company’s backers include the New Look founder, Tom Singh.
The decision to stock outside brands is a departure for M&S, which is still the country’s biggest clothing retailer. In May, Steve Rowe, the company’s chief executive, said it would stock guest brands both online and in its largest stores as part of plan to broaden its appeal and boost online growth. In the summer M&S lost out to rival Next in the battle to operate the lingerie brand Victoria’s Secret in the UK.
