White Stuff has reported a surge in profits and sales helped by full-price sales performance

White Stuff saw a surge in EBITDA for the 52 weeks to April 27, 2024, up 23% year on year from £7m to reach £8.6m, while operating profit during the year also rose from £4.4m to £5.1m.

Total sales during the year jumped 2.4% from £151.4m to £155m, while full-price sales were up 6.8%, which the fashion retailer credited to reduced promotional activity and a shift in focus to “customer favourites”.

During the year, White Stuff opened three new stores including a flagship at the Liverpool One shopping centre. The fashion retailer has also confirmed openings in Teesside and at London Gatwick Airport for later this year.

White Stuff’s partnership with Marks & Spencer also grew last year and the brand can now be found in 20 M&S stores across the country.

White Stuff added that sales from all of its third-party partners increased by 19% during the year.

With an eye to international markets, the retailer launched in New Zealand, the Czech Republic and the US, and delivered a strong wholesale sales performance.

In terms of outlook, the company said the new financial year has started positively despite customers pulling back on spending amid the ongoing cost-of-living crisis.

White Stuff said it remains focused on “strong full price and margin performance” and added that its summer collections have so far been “received well”.

Chief executive Jo Jenkins said: “This has been another strong year for White Stuff, despite a challenging external environment, which reinforces that the commitment to our brand transformation is working.

“We have continued to create unique, high-quality products that our loyal White Stuff shoppers love, and we have also introduced our brand to many more new customers through store openings, expanding into new markets, and growing our presence in third-party partnerships.

“In 2025, we will be celebrating our 40th anniversary. We are as confident in our brand credentials as ever. We will continue to focus on our multi-channel approach – giving more and more customers easier access to the brand, as we grow in the UK and internationally.

“Thank you to all the team across White Stuff for another great year and thank you to our customers for choosing to shop with us.”