M&S launches first high street Stoma Knickers in the UK

Today, over 200,000 people are living with a stoma in the UK and this essential product - underwear - has not been easily accessible to customers on the UK High Street. As the UK market leader in lingerie - selling over 60 million pairs of knickers a year – M&S has worked with the support of Colostomy UK to bring together over 95 years of experience in lingerie innovation, design and exceptional quality with the expertise and insights from a charity dedicated to supporting people with stomas to create a knicker which is specifically designed with an internal pocket for those living with a stoma.

The M&S in-house lingerie team worked with women living with stomas throughout the design, development and marketing process to create a collection that offers everyday style, comfort and support.

The range of stoma knickers – which are available online and in selected M&S stores from this month - comprise super soft cotton with light control stretch and elastic at the pocket opening for all day support - keeping the stoma bag in place throughout the day and night. The product will be available in versatile three packs and a choice of four colours. Starting from £18 (~$22.83) for a three pack, the product is VAT exempt.

Closer to colleagues, closer to customers

The idea for the stoma knickers originated from an M&S colleague, Jiggy Sohi, following her own personal experience of living with a stoma and had been echoed by other M&S colleagues, with two suggestions submitted via M&S’ colleague suggestion scheme - Straight to Stuart – by Hannah Gadsby, a Customer Assistant at the M&S store in Norwich and Denise Jones, a Bra Fitter at the M&S Store located on the Retail Park in Newport.

Jiggy was one of over 20 M&S colleagues and customers who have tried and tested the product throughout the design and development process.

Jiggy Sohi, Clothing & Home colleague at M&S Support Centre in London, said: “I’ve been living it large - without a large intestine - with a stoma in its place to collect my waste. 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 knew that being part of the M&S family, 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.”

Soozie Jenkinson, Head of Lingerie Design at M&S, 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, 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.”

Libby Herbert, CEO of Colostomy UK, said: “With over 200,000 individuals estimated to be living with stoma's in the UK, as a charity, we were thrilled when the M&S lingerie team approached us regarding the development of their first stoma knicker range for Women. The launch of this inclusive product signifies a significant step forward in addressing the need for accessible underwear options for those living with stoma's and will enable them to shop with confidence and ease for the first time on the British high street. M&S brings over 95 years of lingerie innovation, design and expertise to the stoma knicker market with the introduction of this range, providing a choice of stylish and affordable stoma knickers. Feedback from our volunteer who has two stoma’s trialling the knickers has been incredibly positive, and we can't wait to hear feedback from our wider community when the collection launches to the general public this month.”

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)