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White Stuff has welcomed a strong year of trading, as sales rose by 2.4% to £155m in the year ended 27 April 2024, with EBITDA up by 23% to £8.6m. Its performance was boosted by full price sales, which were up by 6.8% against the prior year, driven by less promotional activity and a focus on “customer favourites”, which accounted for 50% of full price sales.
Over the period, the clothing brand opened three new retail shop locations, including a flagship store in Liverpool ONE, and moved beyond its core market town locations into city centres and shopping malls.
As well as standalone stores, it also expanded its partnership with M&S, now operating from 20 locations across the country. Sales from all third-party concession partnerships rose by 19% over the year.
Looking ahead, the group said its current financial year is “off to a good start”, with sales and profit ahead of last year and a “particularly strong” full price and margin performance.
CEO Jo Jenkins said: “This has been another strong year for White Stuff, despite a challenging external environment, which reinforces that the commitment to our brand transformation is working.
“We have continued to create unique, high-quality products that our loyal White Stuff shoppers love, and we have also introduced our brand to many more new customers through store openings, expanding into new markets, and growing our presence in third-party partnerships.”
She added: “In 2025 we will be celebrating our 40th anniversary. We are as confident in our brand credentials as ever. We will continue to focus on our multi-channel approach – giving more and more customers easier access to the brand, as we grow in the UK and internationally.”
