Nobody’s Child is one of the UK’s standout fashion successes, an affordable, sustainable womenswear brand founded in London in 2015 by visionary entrepreneur Andrew Xeni. After helping run a family manufacturing business supplying the UK high street, Xeni saw an industry gap for ethically produced, stylish fashion that remained affordable. Drawing on direct control over sourcing and production, he launched Nobody’s Child as a direct-to-consumer e-commerce operation, built to deliver beautiful, responsible fashion for the masses.
Early Roots and Breakthrough
With commercial agility, a family eye for design, and ethical supply chain management, Xeni and team set out to challenge old-school value retailers. Their initial focus was on well-priced, trend-led dresses and occasionwear that combined a “real woman’s fit” with sustainable fabrics. The launch resonated. By 2019, sales soared, propelled by viral midi dresses and influencer-driven marketing. The brand quickly earned a reputation for blending bohemian and heritage influences with conscious craftsmanship.
The Path to Partnership and Strategic Growth
Xeni’s founding vision centered on running Nobody’s Child as a purposeful alternative to premium eco-fashion—for example, producing collections made from 89% “BEST, GREAT, and GOOD” graded fibres and introducing circular initiatives like pre-loved garment takeback. However, rapid growth presented new operational challenges.
To ensure scale and brand elevation, Xeni sought strategic partners to amplify reach and reduce costs. The breakthrough came in 2021, when Marks & Spencer (M&S) invested and became a major shareholder, now holding a 27% stake. The partnership led to the opening of 60+ pop-ups inside M&S stores and three Nobody’s Child flagships, as well as consistent growth through ASOS, John Lewis, and Next channels.
Timeline and Expansion
- 2015: Founded by Andrew Xeni in London
- 2019: Achieves national success with viral dresses and eco collections
- 2021: M&S invests and becomes a minority shareholder
- 2023: Launches digital product passports for garment transparency (via Xeni’s tech company Fabacus)
- 2024: Awarded Drapers Retailer of the Year (<£100m), quadruples revenue to £26m; takeback scheme with Reskinned launches for used garments.
- 2025: Opens new stores in St Albans and Windsor; debuts first footwear collection with sustainability at its core and expands pre-loved circularity (RetailTimes; St Albans Times)
Conscious Business and Strategic Independence
Nobody’s Child now operates under a scale-up leadership team led by founder-chairman Andrew Xeni and CEO Jody Plows. The brand’s high street presence has doubled year on year—200 global third-party stockists and a strong online following. Sustainability remains central, from low-carbon transition targets to monomaterial design and B-Corp certification in progress. Despite the M&S stake, Xeni and his executive team retain operational control, steering the forward-thinking product strategy and ethical commitments.
Current Ownership and Future
As of September 2025, Nobody’s Child is majority controlled by founder Andrew Xeni, with M&S holding a 27% stake and no outside controlling interest. Strategic partnerships with ASOS, Next, and John Lewis expand the footprint, but decisions on brand development and sustainability remain directly overseen by Xeni and his leadership team. Recent speculation about further M&S investment has not yet led to a change in majority ownership.
The brand continues to innovate: digital product passports, expanded physical retail, and eco footwear are key 2025 launches. Nobody’s Child’s story is now a case study in how founder vision, tech leadership, and smart partnerships can drive fashion’s next sustainable revolution.
