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Lifestyle brand White Stuff has announced it is set to open a new flagship store at Liverpool One in the coming months.
Located on Liverpool One’s Peter’s Lane, the new 1,800 sq. ft store will create 10 new jobs in the area, feature an “elevated” design format, and stock all of White Stuff’s womenswear and menswear, including its new Spring Collection.
The new Liverpool One store will form part of White Stuff’s strategy to transform the business into a “multi-channel”, “modern” lifestyle brand.
White Stuff currently operates 113 shops and 36 concessions across the UK, and serves 1.3 million customers a year through its stores and website.
The news comes as the company reported that for the 52 weeks to 29 April 2023, the brand’s total sales increased by 13.3% to £151.4m, with EBITDA more than doubling to £7m from £2.9m the previous year. This was driven in part by strong sales across retail shops and concessions.
Jo Jenkins, White Stuff CEO, said: “Our new store in Liverpool is a confident step forward for White Stuff, building on the good progress we have made over the last year to broaden the appeal and style credentials of our brand and products. Liverpool ONE is the perfect home to introduce our thoughtful designs and high-quality fabrics to the city, in a new store format that truly represents the direction of our brand.”
Rob Deacon, asset management director at Liverpool ONE, added: “We are proud to announce that White Stuff is the first brand to commit to Liverpool ONE in 2024. Innovation and evolution are at the heart of our strategy, and by bringing in exciting brands like White Stuff, we will build on last year’s successes and ensure we continue to contribute positively to the city centre and wider Liverpool City region.”
