Boss Jo Jenkins said recent trading was “strong” and showed it is making progress with its growth strategy
High street favourite White Stuff has boasted a bumper increase in festive sales, thanks to a spike in the demand for knitwear and pyjamas.
The uplift comes after the company was acquired by The Foschini Group (TFG) in a deal estimated at around £50m. Chief executive Jo Jenkins hailed the “strong” recent results as evidence of progress in their ambitious growth plan. With a retail footprint including 114 stores and 46 concessions across the UK,
White Stuff has announced a 21.8% hike in total sales compared to last year during the crucial 10-week period ending on 4 January. Founded back in 1985, White Stuff attributed its impressive numbers largely to a robust online performance, with digital sales surging by 32.5%, while store sales saw a healthy 8.5% rise. Full price transactions increased by 26.8% due to fewer sale promotions.
Notably, knitwear enjoyed a 19% uptick, with Fair Isle patterns flying off the shelves, up 50%. Nightwear sales increased by 60%, and jersey tops also enjoyed significant sales growth.
Ms 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.”
White Stuff has reported that its integration into TFG is “is progressing well” following its acquisition in October of the previous year. The new owner, which also operates Whistles and Hobbs, has plans to broaden White Stuff’s range of shops and concessions following the agreement.
