M&S introduces stoma knickers in high street first

Launching online and in select stores tomorrow (10 August), M&S’s stoma knickers were designed by the retailer’s in-house lingerie team in collaboration with women living with stomas and charity Colostomy UK.

The idea for launching stoma knickers originated from M&S brands onboarding manager Jiggy Sohi, following her own personal experience of living with a stoma, and echoed by Norwich-based customer assistant Hannah Gadsby and Newport-based bra fitter Denise Jones, who both submitted the idea as part of M&S’s suggestion scheme “Straight to Stuart”.

Launched in May 2022, the scheme encourages colleagues to share ideas and views with the CEO Stuart Machin directly through Microsoft Teams. “Straight to Stuart” has also acted as a springboard for last year’s rollout of breast cancer symptoms guidance to 2,000 M&S fitting rooms across the country.

M&S’s Sohi said: “For years I’ve known there is a real gap in the market for stoma knickers and last year I built up the confidence to do something about it.

“I had the opportunity to help make a change which would empower women to feel more confident, more beautiful and more included. I’m overjoyed that M&S are now the first high street retailer to launch stoma knickers.”

M&S’s stoma knickers are available in three-packs, with four colour options. Retail prices start from £18 for a three-pack and, similarly to period underwear, the product is exempt from the 20% VAT tax.

M&S head of lingerie design, Soozie Jenkinson, said: “We are incredibly proud to be the first UK high street retailer to launch a range of stoma knickers.

“As the UK market leaders in lingerie [selling over 60 million pairs of knickers a year], with that comes a responsibility to ensure our products are not only accessible and inclusive to all our customers – but make them feel great. We have worked very closely with Colostomy UK as well as our colleagues and customers living with stomas and by listening and responding to their needs, we have developed a range of knickers that are designed to provide comfort, support and all-day confidence – whilst looking stylish.”