Nobody's Child opens trio of London pop-ups as sales boom

Following a year of “significant growth”, it’s opening the pop-ups throughout late spring and the summer.

The company said the three spaces, in Covent Garden, the King’s Road and Spitalfields, “mark a huge step in Nobody’s Child’s long-term expansion strategy”. 

The Covent Garden one is already open and the fact that it’s being joined by two others is quite unusual -- a brand opening multiple pop-ups in the same city at just about the same time is a rarity with most preferring to move from city to city (and often country to country). 

But importantly, those three locations are very different from each other and could feasibly attract new and different consumers to the label.

The space in Covent Garden is in the heart of a key London tourist destination just a stone’s throw from Covent Garden tube station and the historic market. It’s the brand’s largest space covering just under 2,000 sq ft. 

Meanwhile the King’s Road pop-up this month and next will house bestselling collections, including pieces from Boutique and from Happy Place x Fearne Cotton (its first-ever collab that launched last year and now on its fourth collection after proving very popular). The King’s Road is an important destination both for London visitors but especially for affluent local residents and those collections should resonate with them. 

And Spitalfields, which will be open across June and July,  has more of a quirky, contemporary-cool vibe with the catchment including both residents and workers — many of them from the key Millennial demographic — travelling into the area.

As mentioned, in April, Nobody’s Child received fresh funding from M&S to power the brand's expansion both in the UK and internationally. It said the funding “has provided access to additional inventory to meet demand from third-party retailers, and comes at a pivotal trading period as they expect even further growth throughout the summer months”. 

CEO Jody Plows said: “Opening more retail space allows our community to access the brand like never before. [We] continue to strive to make an impact via our responsible collections which are accessible for all women. There is plenty to come for Nobody’s Child growth for the rest of 2023 both in the UK and internationally.”

The brand was founded by Andrew Xeni in 2015 and was the first guest label to launch on M&S.com in 2021. M&S owns around a quarter of the company after several investment rounds and that investment seems to be paying off. It’s proving to be a popular choice at M&S so far and in the past two years Nobody’s Child revenues have more than quadrupled, both via its own channels and third-party brand partners.