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White Stuff enjoys successful Christmas

White Stuff saw its total sales surge by 17.9% year-on-year in the five weeks to 3 January as the lifestyle clothing brand took a full price trading stance in the run-up to Christmas.

GENERAL MERCHANDISE

White Stuff enjoys successful Christmas

There was also a strong uplift in like-for-like sales in the period which grew by 6.5%.

White Stuff said its continued investment in multi-channel proved successful with online sales achieving growth of 38.1% on the same time last year. Visits from mobile and tablets accounted for 60% of online traffic.

The brand invested in and diversified its gifting offer in the peak trading period which led to a 76.5% uplift in sales year-on-year for the category. There was a particular focus on loungewear and homewares where sales grew by 126% and 122% respectively. Meanwhile, menswear sales climbed by 32.4%.

White Stuff chief executive Jeremy Seigal said: “We’re very pleased with our performance over Christmas, especially given the competitive market place and the continuing influence of Black Friday on customer behaviour. Our customers responded very positively to our strong multichannel proposition, improved gifting product offer and new shops.

“We sold full price product well through December, and then saw an excellent reaction to our first week of sale, which resulted in a strong gross margin performance.

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

The brand continued to invest in its retail estate by opening six new shops in the three months to Christmas. This included a new concept store at the Bluewater shopping centre.

 

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