Fashion retailer White Stuff has credited its “strong” Christmas trading performance to booming knitwear sales and reduced discounting, as it notes record number of new customers over the peak period.
For the 10 weeks to January 4, 2025, White Stuff saw sales rise 21.8% year on year, thanks to increased sales of knitwear, especially fair isle knits, which were up 50% year on year.
The fashion retailer also noted the success of its nightwear, with sales up 60% compared to the same period in 2023.
Online and store sales were also both up 32.5% and 8.5% respectively during the peak Christmas trading period.
White Stuff said its full-price sales over Christmas increased 26.8% year on year, driven by “reduced promotional activity”.
The fashion brand also noted a record 96,000 new customers and credited this to the ongoing growth of its brand awareness.
White Stuff chief executive Jo Jenkins 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.”
This comes after White Stuff was acquired by The Foschini Group (TFG), which owns the likes of Whistles, Phase Eight and Hobbs, in October last year.
White Stuff said in a statement that its integration into the TFG London business is “progressing well” following the deal.
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