Lifestyle fashion chain White Stuff makes its first foray abroad next month with the opening of a store in Copenhagen and the launch of a transactional website in Denmark.
A second Scandinavian store, in an undisclosed location, will open after Christmas.
Chief executive Sally Bailey said the chain was focusing on Scandinavia after research showed that the region’s customers – particularly in Denmark and Sweden – had the “same sensibilities as those in the UK and the same high spend”.
“Scandinavia is also close to home, which makes it easier when you launch internationally,” added Bailey, who is also eyeing other European markets.
“We don’t want to launch in a massive new market such as the States or Asia, but once we’ve got it right, then we can focus on world domination.”