White Stuff, the quirky casual clothing brand which started life in 1985 with two ski buffs selling T-shirts out of the back of a van, has been busy honing its multichannel proposition.

white stuff

Under boss Jo Jenkins from 2018, a three-year business transformation programme has been underway. This includes significant investment in IT systems to drive process efficiency and also rebranding to attract new customers and differentiate its offering.

Following a tough few years, particularly during the pandemic, White Stuff reversed falling sales and swung back to profit in the year to April 2022 (FY2021), with sales up 41.8% to £133.6m. 

With sales still below pre-pandemic levels and consumer spending squeezed, the retailer has more to do in the coming year but its outlook remains positive.

As the business continues to rebrand its stores, it is seeing performance increase.

Data is a key priority, with the retailer working on the centralisation of customer, product and inventory information. It is also upgrading its ecommerce platform, implementing a product information management tool and replacing its finance, order and inventory management systems.

Jenkins is also focusing on improving the product offer to drive new customer acquisition.  

International development is being focused on Germany. The retailer launched its first local language site in Germany in 2016 and has been pursuing full multichannel development in this key market. 

Innovation rating: 1

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