White Stuff sales up 13.3% as it focuses on "what its customers want"

White Stuff has reported sales up 13.3% in the year to 29 April 2023 with all channels reporting an uplift.

The fashion lifestyle retailer said the the performance was down to focusing on "what its customers want and what sets it apart – thoughtfully created designs with unique details, great quality and fit, and sustainable fabrics."

Total sales during the period reached £151.4m (+13.3% year-on-year) with retail sales up 18.1% at £73.9m. Online sales reached £65.8m (up 7.3%) with wholesale sales up 20.6% at £11.7m, International sales too were up 21.7% to £13.5m.

Profitability also improved with EBITDA reaching £7m, up from £2.9m the previous year, when adjusted for non-recurring items including Covid-related grants and business rates reliefs.

It was also a record year for customer recruitment, with 317,000 new customers acquired (+25% year-on-year). The brand's key categories also performed well with dress sales up 43% and menswear up 28%. Some 1.4m of its elevated basics were sold during the year.

CEO Jo Jenkins said the results showed "the initial impact of our efforts to transform the business into a modern multi-channel brand.

"We’ve listened to what both loyal and new customers want from us, and they are responding very well to our elevated basics and seasonal collections. We attracted more new customers to White Stuff last year than ever before.

"Trading has been good so far this year, including on our new web platform. We are though mindful of the ongoing economic pressures on consumers. We have flexibility built into our plans so we can respond to any challenges or opportunities that arise, and we will continue to focus on delivering great quality products to customers through all our channels."

White Stuff currently operates 123 shops and 54 concessions in the UK (within John Lewis, Marks & Spencer and other independents); it also has concessions in Germany and Belgium.