White Stuff, a British fashion and lifestyle brand, is expanding its footprint in the U.S. market.
- This summer, the brand will launch in 18 independent retailers across seven states, marking a significant step in its international expansion.
- The move follows a successful trial in Michigan and Illinois, facilitated by Chicago-based Showroom Code.
- White Stuff aims to leverage its wholesale business to test markets and introduce menswear and broader offerings in the future.
- The strategy aligns with White Stuff’s broader plan to double its wholesale revenue and modernize the brand.
White Stuff, known for its thoughtfully created designs in quality fabrics, is poised to make a significant impact on the U.S. retail landscape. By partnering with 18 independent stockists, the brand is strategically entering the U.S. market, targeting key regions such as Illinois, Indiana, Ohio, Michigan, Iowa, Wisconsin, and Minnesota. This expansion is part of White Stuff’s broader international growth strategy, which has already seen success in markets like Canada, New Zealand, and the Czech Republic.
The decision to expand into these seven states follows a positive trial in Michigan and Illinois, facilitated by the strategic collaboration with Chicago-based wholesale partner Showroom Code. This partnership has provided White Stuff with valuable insights and the confidence to proceed with a more extensive U.S. rollout. The collection available will include popular women’s fashion items such as Sophie and Annie shirts, Rua dresses, and Nelly T-shirts. This initial focus on womenswear will set the stage for the potential introduction of menswear and an expansion into major department stores across the country.
Currently, U.S. consumers can access White Stuff’s products through its international website, a channel the brand has been utilizing since 2018. With this new wholesale initiative, White Stuff aims to enhance its presence and market reach. The wholesale division, which already accounts for approximately 8% of the brand’s sales, plays a crucial role in the company’s growth strategy. Globally, White Stuff boasts 165 stockists in the UK and Ireland and 410 international stockists, underscoring its robust international presence.
In the fiscal year ending April 29, 2023, White Stuff reported a 13% increase in total sales, with a remarkable 21% surge in wholesale sales as customers returned to physical stores. This growth trajectory emphasizes the potential impact of increased U.S. operations, contributing to the company’s goal to double wholesale revenue within the next four years. CEO Jo Jenkins has expressed confidence in the U.S. market, noting its significant opportunity for a distinctive British brand. Jenkins stated, “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.”
White Stuff’s strategic expansion into the U.S. aims to build on its international success and achieve substantial growth in the coming years.
