Fashion retailer White Stuff will launch a higher-end occasionwear line, So Glad and Very, next month.
The line, named after a poem by E E Cummings, will be priced 30% higher than its traditional range and sold in its eight largest stores and online from April 7. In autumn, it will roll out to further shops.
White Stuff chief executive Sally Bailey said: “Our research showed customers wanted something a bit more dressy but quite exclusive, so they wouldn’t run into someone wearing the same outfit at an evening event. We’re keeping the distribution limited.”
The retailer will also expand its footwear and homewares collections this year after trialling both in selected stores last year.
White Stuff, which has 64 shops in the UK, wants to open 10 stores a year in the UK and Europe. It said store sales are up 10% year on year.