White Stuff launches in the US as it looks to double the size of its wholesale business
Lifestyle fashion brand White Stuff is launching in the US this summer as it accelerates its international expansion through its growing wholesale business.
Shoppers in the seven US states of Illinois, Indiana, Ohio, Michigan, Iowa, Wisconsin and Minnesota will be able to access a collection of womenswear from White Stuff following a roll out to a number of wholesale retail partners.
Around 18 small and medium sized independent US retailers will feature White Stuff’s designs as the company looks to test and learn. Depending on the results, White Stuff may consider growing the range to include menswear and will also look at expanding into major US department stores.
The current expansion follows a successful trial in Michigan and Illinois.
Wholesale currently represents around 8% of White Stuff’s overall sales, with 410 existing partnerships in the UK, Ireland, France, Germany, the Netherlands, Czech Republic, Greece, Canada and New Zealand. The company is currently planning to double the size of its wholesale business over the next four years.
Jo Jenkins, chief executive of White Stuff said: “The US is a big market with a meaningful opportunity for a distinctive British brand like ours, and we’re confident that our thoughtfully created designs in quality fabrics will resonate with US customers across the pond.
“Our wholesale business has helped us learn and adapt to new markets like Canada, New Zealand and the Czech Republic in the past few years and has significant potential in the US. As we continue to scale White Stuff into an internationally recognised fashion and lifestyle brand, we see wholesale playing a bigger role in our strategy.”
