Knitwear and pyjamas help drive White Stuff sales higher over Christmas
Boss Jo Jenkins said recent trading was ‘strong’ and showed it is making progress with its growth strategy.
White Stuff has revealed a surge in sales over the key festive period, amid soaring demand for knitwear and pyjamas.
It comes months after the group was snapped up by The Foschini Group (TFG) in a roughly £50 million deal.
Boss Jo Jenkins said recent trading was “strong” and showed it is making progress with its growth strategy.
The retailer, which runs 114 shops and 46 concessions in the UK, revealed that total sales increased 21.8% year-on-year over the 10 weeks to January 4.
White Stuff, which was founded in 1985, said this was largely driven by accelerating online sales, which grew 32.5% for the period, while store sales were up 8.5%.
Full price sales were up 26.8% over the period, driven by reduced promotions.
It reported strong sales of knitwear, which rose 19% year-on-year, with a 50% jump in sales of Fair Isle knits.
Meanwhile, nightwear sales were up 60% and jersey tops also saw strong sales growth.
Ms Jenkins, chief executive of the business, said: “Our strong results over the Christmas period reinforce the success of our brand transformation and growth strategy.
“We continue to focus on unique designs in sustainable fabrics available to more customers through more channels, and we attracted a record number of new customers to White Stuff over the festive season.
“Thank you to all our colleagues for a huge team effort through a very busy trading period and I am excited as to what the future holds in 2025 and beyond as we continue our growth journey with TFG London.”
White Stuff said its integration into TFG “is progressing well” after being acquired in October last year.
The new owner, which also runs Whistles and Hobbs said it plans to expand White Stuff’s portfolio of shops and concessions further after striking the deal.
