Fashion retailer White Stuff has announced an expansion of its existing brand partnership with Marks & Spencer.
The brand first partnered with M&S in 2021 – one of its first third-party brand partners on the ‘Brands at M&S’ platform and, according to White Stuff, “one of the most popular third-party brands” at M&S in the past few years.
White Stuff is opening in a further 10 Marks & Spencer stores in the UK this year, bringing its store footprint within M&S to a total of 20.
The new openings will include Marks & Spencers in the likes of Southampton, Watford and Sheffield from this month.
White Stuff said the new locations will be curated to offer M&S customers “the best of White Stuff’s seasonal collections”.
White Stuff has bolstered its presence in M&S stores in UK locations including Westfield shopping centre, Stratford, Manchester city centre and Bluewater shopping centre.
The company said partnerships such as the M&S tie-up are “a key element” of its transformation strategy as it continues to grow its store footprint in city centre locations and shopping centres alike in its bid to become a truly multi-channel, lifestyle brand.
Chief executive Jo Jenkins said: “Our partnership with M&S has been a huge success, introducing new customers to White Stuff via their website as well as their stores. Expanding this partnership to a further 10 M&S stores reflects the growing demand for White Stuff’s unique designs across the UK.
“We’re looking forward to bringing White Stuff to even more customers visiting M&S, and we’re confident they’ll love our high-quality sustainable fabrics and colourful styles that will see them through spring, summer and beyond.”
M&S director of brands Nishi Mahajan said: “White Stuff were one of the first clothing brands we introduced to our Brands at M&S platform and continue to be loved by our customers. We’re proud to be able to support them and be a partner of choice in their transformation strategy.”
White Stuff also has plans for more standalone openings this year, which began with its newest flagship at Liverpool One shopping centre in March.
Founded in 1985, White Stuff currently has a UK store estate of more than 130 stores, as well as eight stores internationally.
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