White Stuff’s transformation pays off, reporting double-digit growth
White Stuff has delivered a standout year. The brand reported double-digit sales growth and welcomed record numbers of new customers, signalling that its ongoing transformation is hitting the mark.
For the 52 weeks ending 29 March 2025, the British fashion and lifestyle retailer’s sales rose 20.3% to £184 million, up from £153 million the year prior.
Managing Director, Tracey Verghese, said: "This has been another strong year for White Stuff, with double-digit sales growth, despite ongoing pressures in the external environment. It demonstrates that our focus on transforming the brand is working."
The growth has been driven by White Stuff’s renewed focus on what customers want: thoughtfully designed pieces with unique details, great quality and sustainable fabrics.
The retailer welcomed a 41% increase in new customers over the year, aided by a combination of brand awareness advertising and a string of new store openings. Six new locations joined the network, including Liverpool, Ashford, Teesside, Saffron Walden, Dartmouth and London Gatwick.
White Stuff has also invested in in-store service and technology upgrades, including mobile payments and enhanced stock systems to improve both online and in-store shopping experiences.
Integration into TFG London, following the October 2024 acquisition, is progressing, giving the brand access to a wider operational platform while maintaining creative control.
Looking ahead, Verghese said the focus will remain on growth across all channels, product innovation, and enhancing customer experiences, while maintaining cost efficiency. "We have welcomed a record number of new customers, invested in building brand awareness, and continued to create unique, thoughtfully designed products that our customers love," she added.
White Stuff now operates 116 shops and 49 concessions in the UK, alongside 6 shops and 13 concessions in Europe, and sells internationally through its website and 606 wholesale stockists worldwide.
