White Stuff and M&S expand partnership to 10 additional stores
White Stuff is expanding its partnership with M&S by opening in 10 more of the retailer’s UK stores.
The move will double the brand’s store footprint within M&S, bringing the total number to 20.
White Stuff said each new location will offer M&S customers the best of its seasonal collections, including items from its latest early summer range. The roll out will start this month in places like Southampton, Watford and Sheffield.
The partnership began in 2021 when White Stuff became one of the first third-party brands to launch on the ‘Brands at M&S’ online platform. Since then, it has continued to evolve with White Stuff collections being made available in M&S stores across the country, including Stratford Westfield, Manchester City Centre and Bluewater Shopping Centre.
White Stuff said the partnership has enabled it to widen its customer base by selling capsule collections selected specifically for M&S customers. Third-party partnerships are a key element of its transformation into multichannel modern lifestyle brand and helped it to recruit a record number of new customers in 2023,
Jo Jenkins, chief executive of White Stuff, said: “Our partnership with M&S has been a huge success, introducing new customers to White Stuff via their website as well as their stores. Expanding this partnership to a further 10 M&S stores reflects the growing demand for White Stuff’s unique designs across the UK.
“We’re looking forward to bringing White Stuff to even more customers visiting M&S, and we’re confident they’ll love our high-quality sustainable fabrics and colourful styles that will see them through spring, summer and beyond.”
Nishi Mahajan, director of third-party brands at M&S, added: “White Stuff were one of the first clothing brands we introduced to our Brands at M&S platform and continue to be loved by our customers. We’re proud to be able to support them and be a partner of choice in their transformation strategy.”
