TFG’s recently acquired White Stuff reports 'strong' Christmas sales

British fashion and lifestyle brand White Stuff, which was recently acquired by Phase Eight’s owner TFG, has reported a sales increase of over 20% during the Golden Quarter.

In its Christmas trading update, for the 10 weeks to 4 January, White Stuff reported a 21.8% increase in total sales. This was driven by "strength of product offer and continued delivery against transformation strategy". The company said its strong knitwear offering, especially its Fair Isle knits, helped its impressive sales.

Key results for the Christmas period are as follows:

• Total sales increased 21.8% year-on-year.
• E-commerce sales up 32.5% and store sales up 8.5%.
• Full-price sales increased 26.8% year-on-year., driven by reduced promotional activity.
• A record 96,000 new customers were recruited.
• Total knitwear sales up 19% and nightwear sales up 60%.

Jo Jenkins, White Stuff’s CEO, said: "Our strong results over the Christmas period reinforce the success of our brand transformation and growth strategy. We continue to focus on unique designs in sustainable fabrics available to more customers through more channels, and we attracted a record number of new customers to White Stuff over the festive season.

"Thank you to all our colleagues for a huge team effort through a very busy trading period and I am excited as to what the future holds in 2025 and beyond as we continue our growth journey with TFG London."

Back in October, TFG London, the owner of Hobbs, Whistles and Phase Eight, announced it had acquired White Stuff.

The acquisition was a significant milestone in TFG's strategy to expand its portfolio of brands. It first acquired Phase Eight in 2015 and then added Whistles in 2016 and Hobbs in 2017 to the group. The acquisition was funded by the group’s recently refinanced debt facility.