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White Stuff has reported that sales soared by more than 20% over the Christmas period, with trading underpinned by strong knitwear demand and “record” new customer growth.In the 10 weeks to 4 January, total sales increased 21.8% year-on -year, bolstered by strong e-commerce sales which were up by 32.5%, while store sales were up 8.5%. Full price sales rose by 26.8%, driven by reduced promotional activity.
It comes as a “record” 96,000 new customers shopped at the group, while White Stuff’s Knitwear, Jersey and ‘Favourites’ categories performed strongly over the period.
Total knitwear sales were up 19% on the previous year, with Fair Isle knits alone up 50%.
Nightwear also performed well, with sales up by 60% against the prior year.
In its latest trading update, the company also noted its integration into TFG London is “progressing well” following its acquisition in October 2024.
Jo Jenkins, White Stuff CEO, 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.”
