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White Stuff launches in the US as it plans to double wholesale business

Tom Bottomley
10 June 2024

British lifestyle and fashion brand White Stuff is this month rolling out its wholesale operation in the US market as it looks to expand internationally and double its wholesale business over the next four years.

The move sees the brand become available in seven US states and at 18 independent stockists, following a successful recent trial in two states, Michigan and Illinois, through Chicago-based wholesale partner Showroom Code, which "delivered strong sales".

Jo Jenkins, CEO of White Stuff, said: "The US is a big market with a meaningful opportunity for a distinctive British brand like ours, and we’re confident that our thoughtfully created designs in quality fabrics will resonate with US customers across the pond.

"Our wholesale business has helped us learn and adapt to new markets like Canada, New Zealand and the Czech Republic in the past few years and has significant potential in the US.

"As we continue to scale White Stuff into an internationally recognised fashion and lifestyle brand, we see wholesale playing a bigger role in our strategy."

White Stuff’s wholesale business currently represents around 8% of the brand’s overall sales, with 410 existing partnerships in the UK, Ireland, France, Germany, the Netherlands, Czech Republic, Greece, Canada and New Zealand.

The past year has seen record sales for wholesale at White Stuff, hence the plan to double the size of its wholesale operation.

It forms a key part of White Stuff’s ongoing transformation strategy, aiming to "modernise the brand, acquire new customers and become more relevant to more people”"

Last week, it was announced that White Stuff is expanding its partnership with Marks & Spencer by launching into 10 additional UK locations – including Southampton, Sheffield and Watford – doubling its presence to a total of 20 M&S stores.

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