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White Stuff achieves strong multichannel Christmas trading

Friday January 15th 2016

Lifestyle clothing brand White Stuff has reported strong multichannel Christmas trading with a like-for-like sales increase of 11%.

In the five weeks to 2 January 2016, total sales climbed by 20.1% as the company’s continued investment in multichannel paid off with online sales delivering strong growth at 40.7%. Mobile and tablet accounted for a 65% share of total traffic during the period.

White Stuff said it maintained a full price trading stance for the core December trading period which was followed by a strong sale launched just before Christmas.

The company also continued to invest in its retail estate by opening five new UK shops and one re-site in the three months to Christmas. In addition, White Stuff launched its first German stand-alone shop in Oldenburg in North West Germany in the period.

White Stuff chief executive Jeremy Seigal said: “We are very pleased with another robust performance over the Christmas period, especially given the competitive market place. Our customers responded very positively to our strong multichannel proposition, improved gifting product offer and new shops.

“We remained prime through the Black Friday selling period and maintained full priced trading for the core December trading period, despite the unusually mild weather. We then saw a strong cross-channel start to the sale which launched just before Christmas.”

“We continue to invest in our brand, product and customer experience to support our future growth in the UK and overseas.”