White Stuff rolls out petite collection to 50 stores
Lifestyle fashion brand White Stuff has rolled out a petite collection to 50 stores following its launch as an online-only offering early last year.
The 190-piece range will now be available across 40% of White Stuff’s UK shop estate, including popular locations such as Bath, Edinburgh, Nottingham and Glasgow Silverburn.
Items include designs from White Stuff’s autumn/winter collection as well as dresses, jeans, skirts, tops, coats and trousers. All have been designed specifically for petite body types with shorter lengths and proportions.
White Stuff has also announced a casting call for customers to model the new petite range as part of its ‘Introducing’ campaign. This received over 1,400 applications within 24 hours.
Launched in October 2023, ‘Introducing’ celebrates the individuality and unique stories of the brand’s customers and features real customers modelling its seasonal collections.
Its recent autumn/winter campaign featured 71-year-old retired lecturer and National Trust volunteer, Wendy from Suffolk, who modelled the collection alongside female morris dancing group, Boss Morris.
White Stuff has also launched a new tool called True Fit on its website where customers can input their measurements to find accurate size suggestions.
Paula Bonham-Carter, buying and design director at White Stuff, said: “Our customers always tell us how incredibly important fit is for them, so it’s no surprise our petite range has been such a hit online.
“Now we want to make it even more accessible for our customers by bringing it to 50 of our shops across the UK. Introducing the True Fit tool on our website is another step to help our customers find the very best size and fit for them when they shop with us.”
White Stuff has 123 shops and 54 concessions in the UK as well as six shops and 22 concessions in both Germany and Belgium.
