After Glasgow debut, White Stuff opens Edinburgh flagship

By

Nigel TAYLOR

Published
July 10, 2023

Fashion and lifestyle retailer White Stuff has relocated its flagship Scottish store to an improved location on Edinburgh’s George Street. The new store features a new and updated design across 2,893 sq ft of floor space with two floors of womenswear and menswear.

The relocation follows on from the opening of a new store, the brand’s 116th in the UK, in Glasgow’s Silverburn Shopping Centre in May.

Serena King, White Stuff’s Edinburgh Manager, said: “We already have an incredibly loyal community of customers in Edinburgh and we can’t wait to welcome everyone to our shiny new shop to see our latest summer collections.”

To celebrate the new flagship, White Stuff hosted a VIP preview evening for its top customers while donating 25% of opening day sales to families’ charity HomeStart UK Edinburgh.

The opening continues a rebuild since a post-pandemic restructure saw store numbers cut as the business exited under-performing units. It now has 116 shops and 32 concessions in the UK (within John Lewis and other independents). It also has concessions in Germany and Belgium. The brand sells internationally via its website and has 700 wholesale stockists (175 in the UK and Ireland and 525 international wholesale stockists).

Late last year, White Stuff showed it had bounced back from the pandemic, announcing a return to profitability in the year to the end of April, with EBITDA of £8.6 million compared to a loss of £3.4 million the year before.

Total sales for the period leapt 41.8% to £133.6 million and its retail sales rocketed 128.4% to £62.2 million.