White Stuff posts full year sales and profits increase driven by full-price focus
White Stuff has revealed total sales for the full year ending 27 April 2024 increased to £155 million – up 2.4% from £151.4 million in 2023.
Full price sales were up 6.8% from the previous year, driven by reduced promotional activity and a focus on its customers’ favourite ranges, which accounted for 50% of full price sales.
EBITDA also increased to £8.6 million, up 23% on the previous year’s adjusted EBITDA of £7 million.
Jo Jenkins, CEO at White Stuff, said: "This has been another strong year for White Stuff, despite a challenging external environment, which reinforces that the commitment to our brand transformation is working.
"We have continued to create unique, high quality products that our loyal White Stuff shoppers love, and we have also introduced our brand to many more new customers through store openings, expanding into new markets, and growing our presence in third-party partnerships.
"In 2025 we will be celebrating our 40th anniversary. We are as confident in our brand credentials as ever. We will continue to focus on our multi-channel approach – giving more and more customers easier access to the brand, as we grow in the UK and internationally."
White Stuff opened three new stores during the year, including a flagship at Liverpool ONE, moving beyond its core market town locations and into city centres and shopping centres. Further openings are planned for 2024 in Teesside and London Gatwick.
In addition to standalone stores, White Stuff has grown its partnership with Marks & Spencer, now operating from 20 locations across the country. Sales from all third-party concession partnerships increased by 19% over the year.
White Stuff also delivered a strong wholesale sales performance and has launched in three new markets – New Zealand, Czech Republic, and most recently in the USA in June 2024.
The current new financial year got "off to a good start", with summer collections being "well received" and particularly high demand for dresses and linen.
White Stuff’s celebration of its 40th anniversary in 2025 will include bringing back an edit of customers’ most loved heritage White Stuff designs.
