
White Stuff enjoyed a “strong Christmas” after sales surged over 21% during the peak festive season.
The fashion retailer said the growth was underpinned by a 32.5% increase in ecommerce and 8.5% rise in store revenue in the 10 weeks to 4 January.
Full price sales rocketed 26.8% over the peak, which it attributed to reduced promotional activity.
The retailer reported a 19% increase in knitwear sales, with Fair Isle knits alone up 50%, and a 60% surge in nightwear sales.
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White Stuff said the positive performance demonstrates the “strength of product offer” and continued delivery against its transformation strategy. It recorded 96,000 new customers during the quarter.
CEO Jo Jenkins 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.”
The Foschini Group (TFG), which owns Hobbs, Whistles and Phase Eight, acquired White Stuff back in October.
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