Fashion retailer White Stuff has announced plans to launch in the US via its wholesale business.

White Stuff store 2023

White Stuff is rolling out products with wholesale partners in the US

White Stuff is ramping up international expansion via its “growing wholesale business” as it takes the brand across the pond.

From this month, White Stuff will be rolling out products with several new wholesale retail partners in seven US states.

The fashion retailer said that “around 18 small and medium-sized independent US retailers” will feature White Stuff products, offering the opportunity to “test and learn”.

The launch will start with womenswear and White Stuff aims to expand the offer to menswear, as well as launching across department stores in the US, in the future.

The announcement comes after two successful trials in Michigan and Illinois via Chicago-based wholesale partner Showroom Code.

White Stuff said its wholesale business has allowed it to reach a broader customer base and to test its product across markets globally without heavy operational costs and investment.

Chief executive Jo Jenkins said: “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.

“Our wholesale business has helped us learn and adapt to new markets like Canada, New Zealand and the Czech Republic in the past few years, and has significant potential in the US.

“As we continue to scale White Stuff into an internationally recognised fashion and lifestyle brand, we see wholesale playing a bigger role in our strategy.”

White Stuff’s wholesale business currently represents 8% of its overall sales, with a total of 410 partnerships in the UK and across Europe.