Fashion retailer White Stuff sales surged 11.4% over Christmas as its eyes more shopping centre stores after its successful Milton Keynes debut.

Store sales jumped 9.1% over the six weeks to January 5 which chief executive Sally Bailey said was pleasing in light of its soaring online sales, which rocketed 52% over the period.

Bailey said that the 85 store retailer is now forecasting “significant” double digit profit growth in its current financial year to the end of April.

She said: “We give people a reason to shop with us. We have areas for kids to play in and fun changing rooms, we make it an experience.”

Cash margin jumped seven percentage points against last year, although Bailey admitted this was due to last year’s poor performance. A systems overhaul hindered sales last year, leaving the retailer with excess markdown product.

Bailey said its Milton Keynes store, which was the first White Stuff store it has opened in a shopping centre, was its top performer since its opening in November.

It said: “We’re really pleased that our customers are still looking for us in shopping centres. We’re going to do some more trials this year but we’re pleased and see the potential for more.”