White Stuff enjoys sales surge thanks to rise in demand for knitwear and pyjamas

Boss Jo Jenkins said caller trading was "strong" and showed it is making advancement with its maturation strategy

High thoroughfare favourite White Stuff has boasted a bumper summation successful festive sales, acknowledgment to a spike successful the request for knitwear and pyjamas.

The uplift comes aft the institution was acquired by The Foschini Group (TFG) successful a woody estimated astatine astir £50m. Chief enforcement Jo Jenkins hailed the "strong" caller results arsenic grounds of advancement successful their ambitious maturation plan. With a retail footprint including 114 stores and 46 concessions crossed the UK,

White Stuff has announced a 21.8% hike successful full income compared to past twelvemonth during the important 10-week play ending connected 4 January. Founded backmost successful 1985, White Stuff attributed its awesome numbers mostly to a robust online performance, with integer income surging by 32.5%, portion store income saw a steadfast 8.5% rise. Full terms transactions accrued by 26.8% owed to less merchantability promotions.

Notably, knitwear enjoyed a 19% uptick, with Fair Isle patterns flying disconnected the shelves, up 50%. Nightwear income accrued by 60%, and jersey tops besides enjoyed important income growth.

Ms Jenkins said: "Our beardown results implicit the Christmas play reenforce the occurrence of our marque translation and maturation strategy. We proceed to absorption connected unsocial designs successful sustainable fabrics disposable to much customers done much channels, and we attracted a grounds fig of caller customers to White Stuff implicit the festive season.

“Thank you to each our colleagues for a immense squad effort done a precise engaged trading play and I americium excited arsenic to what the aboriginal holds successful 2025 and beyond arsenic we proceed our maturation travel with TFG London.”

White Stuff has reported that its integration into TFG is "is progressing well" pursuing its acquisition successful October of the erstwhile year. The caller owner, which besides operates Whistles and Hobbs, has plans to broaden White Stuff's scope of shops and concessions pursuing the agreement.