White Stuff total sales increase 17.9 percent over Christmas

Lifestyle retailer White Stuff announced strong Christmas trading results, with total sales increasing 17.9 percent for the 5 weeks to January 3, 2015. Like-for-like sales were up 6.5 percent compared to the same period last year.

The high street retailer attributes its solid results to its focus on gifting, as well as its full price trading stance and extra gift card promotion during Black Friday. White Stuff also reported an increase in online sales during its Christmas trading period, with an 38.1 percent growth versus last year, due to continued investment in multichannel. Mobile and tablet traffic accounted for 60 percent of the total traffic during the 5 week period.

The British retailer reported strong sales during peak trading in the gifting category, which increased 76.5 percent over last year. Lounge and homeward performed exceptionally well during the 5 weeks period, increasing 126 percent and 122 percent respectively. White Stuff’ s renewed focus on men’s wear also led to a “pleasing” 32.4 percent increase versus last year for the category.

Jeremy Seigal, CEO at White Stuff commented: "We’re very pleased with our performance over Christmas, especially given the competitive market place and the continuing influence of Black Friday on customer behaviour. Our customers responded very positively to our strong multichannel proposition, improved gifting product offer and new shops."

"We sold full price product well through December, and then saw an excellent reaction to our first week of sale, which resulted in a strong gross margin performance. We will continue to develop our brand, product, customer experience and service proposition to support our future growth in the UK and overseas."