M&S starts selling stoma underwear as part of lingerie range

Hannah Gadsby has worked for M&S for 17 years and is one of more than 200,000 people living with a stoma in the UK.

"I, like so many others, know what it’s like to live with a stoma," she said.

She was one of three UK employees to pitch the accessible underwear idea to the M&S CEO (Image: M&S)

"Unless you go to a specialist brand, it’s expensive and tricky to find knickers that actually make you feel good.

"I knew that as a leader in lingerie, M&S could lead the way in helping women with a stoma feel fantastic and have more underwear choices."

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Hannah was one of three M&S employees to pitch the idea to the CEO and was "thrilled" when he quickly agreed.

The firm's in-house lingerie team worked with women living with a stoma and the charity Colostomy UK to create the underwear, which is designed with an internal pocket. 

Hannah Gadsby is pictured here with the Norwich store manager Tom Harwood (Image: M&S)

M&S CEO Stuart Machin said: “Our colleagues are full of great ideas but every once in a while you get a really special idea - something that has the potential to not just improve the way we do things at M&S but actually make a difference to people's everyday lives.

"Our new range of stoma knickers does just that." 

M&S is the first high street retailer to offer stoma underwear and they are now available to buy online, in Norwich and at 14 other stores across the country.

Libby Herbert, CEO of Colostomy UK, added: “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 stomas and will enable them to shop with confidence and ease for the first time on the British high street."