Fashion retailer White Stuff experienced a 7.3% Christmas like-for-like sales uplift as its multichannel offer paid off.

In the 10 weeks to January 4 online sales jumped 52.9% and accounted for 21.8% of total sales. Click and collect accounted for almost 10% of online sales. Sales made through mobiles were up 36%.

Total sales were up 13.9% at the 88-store retailer.

White Stuff chief executive Jeremy Seigal said the retailer’s margins were up 15% after it discounted less than last year.

Seigal said: “We sold full price product well in November and December, and then saw an excellent reaction to our first two weeks of Sale. Against the heavy discounting in the market we continued to trade with less discounting against last year, which resulted in a strong margin performance.

“We are very pleased with our performance over Christmas, especially given the competitive market place and heavy discounting in the weeks running up to Christmas. Our customers responded very positively to our distinctive product and Christmas marketing initiatives, which we ran across our 88 shops and online.”

White Stuff opened four new shops last year, “all of which saw strong sales across this period”, the retailer said.

“We will continue to develop our brand, product and service proposition to support our future growth and delight our customers as we launch our Spring ranges,” the retailer added.