White Stuff sees strong sales rise in latest year

White Stuff continues to prosper with its latest results showing a more-than-20% sales rise in the year to the end of March.

In its 40th anniversary year and owned by TFG London since last autumn, the fashion and lifestyle label with 100+ UK stores has been opening new locations and also has plans to open a further 10 stores next year.

Sales in its latest year rose 20.3% to £184 million, The Times reported.

Its parent company didn’t release any brand-specific profit figures, but White Stuff had filed its figures for the year to the end of April 2024 in August 2024 at which point pre-tax profits had jumped from £47,000 to £4.8 million. Its next set of accounts is due to be filed at Companies House by the end of December so we may get a clearer picture of profits at that point.

Back with the latest year, it also saw customer numbers surging 41% as the business opened new stores and invested more money in marketing.

That resulted in a strong Christmas trading period and back in January, it had said that in the 10 weeks to 4 January, it saw a 21.8% increase in total sales. Buoyant trading was underpinned by it being a strong season for knitwear as well as the company acquiring new customers at a record level.

The company also said trading in its first half of the new financial year (the six months to September 2025) has been in line with expectations. Saying something like “in line with expectations” can actually mean both good news or bad, but in this case it appears to be the former as it said trading is ahead of last year. That’s despite challenging conditions that have dented sales at fashion business both large and small.

MD Tracey Verghese said: “This has been another strong year for White Stuff, with double-digit sales growth, despite ongoing pressures in the external environment.

“There’s still plenty of opportunity for the brand to roll out more shops over the next few years. New stores play an important role in growing our reach and bringing White Stuff to new customers.”