Christmas cheer for White Stuff, sales up 20.1 percent

White Stuff reported successful Christmas trading period with total sales increasing over 20.1 percent and like for like sales increasing by over 11 percent against last year. Online sales delivered strong growth at over 40.7 percent, achieving a 29.4 percent mix of total sales. Mobile and tablet traffic delivered 65 percent share of total traffic during this period.

“We are very pleased with another robust performance over the Christmas period, especially given the competitive market place. Our customers responded very positively to our strong multichannel proposition, improved gifting product offer and new shops. We remained prime through the Black Friday selling period and maintained full priced trading for the core December trading period, despite the unusually mild weather,” said White Stuff CEO, Jeremy Seigal.

The brand invested in, and diversified, its gifting category for peak trading with category sales rising 26.1 percent. The business continued to invest in its retail estate, opening five new UK shops and one resite in the three months to Christmas. In addition, the brand had a successful launch of its first German stand-alone shop in the town of Oldenburg in North West Germany.