White Stuff hails another strong year
The White Stuff fashion brand has posted a 2.4% increase in sales to £155 million in the year to 27 April 2024.
The company said its performance was boosted by a 6.8% uplift in full price sales despite a “challenging” trading environment. The increase was driven by reduced promotional activity and a focus on customer’s “favourite” products, which accounted for 50% of full price sales.
Meanwhile, EBITDA climbed by 23% to £8.6 million on the prior year.
During the period, White Stuff opened three new stores, including a flagship in Liverpool ONE as it moved beyond its core market town locations and into city centres and shopping malls. New stores planned for 2024 include Teesside and London Gatwick.
In addition, the company grew its partnership with M&S which contributed to a 19% rise in sales from third-party concession partnerships in the year.
White Stuff also benefited from launches by its wholesale division into the new markets of New Zealand and the Czech Republic, as well as the US in June.
Jo Jenkins, chief executive of 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.”
New financial year
White Stuff said it has made a good start to its current financial year with total sales and profit ahead of the previous 12 month period due to a particularly strong full price and margin performance.
Jenkins added: “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 multichannel approach – giving more and more customers easier access to the brand, as we grow in the UK and internationally.”
