White Stuff, a British fashion and lifestyle brand, is expanding its reach in the United States this summer.
- Initially, the brand will be available in 18 independent stockists across seven US states.
- The expansion follows a successful trial in Michigan and Illinois with Showroom Code.
- Currently, US customers can purchase White Stuff online through its international website.
- White Stuff plans to use this expansion to explore the inclusion of menswear and entry into major department stores.
White Stuff is broadening its presence in the United States through a strategic launch in the wholesale marketplace this summer. The well-regarded British fashion and lifestyle brand will initially feature its womenswear collections across 18 independent stockists, spanning seven states: Illinois, Indiana, Ohio, Michigan, Iowa, Wisconsin, and Minnesota.
This expansion into the US follows a successful trial phase conducted in Michigan and Illinois. The trial was facilitated by a partnership with the Chicago-based wholesale partner, Showroom Code. This partnership enabled the brand to carefully gauge market receptivity and customer preferences.
White Stuff has offered its product range to US consumers via its international website since 2018. However, the brand is now eager to enhance its physical presence and engage with a broader audience by entering the wholesale channel, which it views as pivotal for market adaptation.
In the fiscal year ending April 2023, White Stuff reported a 13% increase in total sales, amounting to £151.4 million. Notably, its wholesale division experienced a 21% rise, driven by increased consumer footfall in physical stores. Currently, wholesale constitutes approximately 8% of the brand’s overall sales, with 165 stockists in the UK and Ireland and 410 globally.
Looking to the future, White Stuff is poised to double its wholesale revenue over the next four years. This initiative forms a key part of its transformation strategy aimed at modernizing the brand and solidifying its international footprint. The company is considering expanding its offerings to include menswear and targeting major department stores across the US.
CEO Jo Jenkins acknowledges the ‘significant potential’ within the US market for White Stuff’s distinctive British designs. Jenkins highlighted that the brand’s past experiences in adapting to new markets, including Canada, New Zealand, and the Czech Republic, have equipped it well for this new venture. ‘The US is a big market with a meaningful opportunity for a distinctive British brand like ours, and we’re confident that our thoughtfully created designs in quality fabrics will resonate with US customers across the pond,’ Jenkins stated.
White Stuff’s expansion into the US wholesale market marks a significant step in its international growth strategy, aiming for a notable presence across the nation.
