White Stuff doubles presence in M&S stores as transformation strategy progresses

By

Sandra Halliday

Published
June 2, 2024

White Stuff continues to focus on its expansion plans and M&S continues to ramp up its third-party brand offer. And those two strategies have come together with the former expanding its partnership with the latter, adding 10 new locations.

The new openings will double White Stuff’s store footprint within M&S, bringing the total number to 20. The pair have worked together since 2021 when White Stuff became one of the first third-party brands to launch on the Brands at M&S online platform, with the company saying the link-up has been “highly successful”.

It said that “each new location will be specially curated to offer M&S customers the best of White Stuff’s seasonal collections, including its latest early summer edit”. 

The new White Stuff spaces are rolling out from this month at Glasgow’s Braehead, as well as in Shoreham, in Southampton’s West Quay, London’s Colliers Wood, Watford, Biggleswade Retail Park, the Brotherhood retail park in Peterborough, Sheffield’s Fargate precinct, and Whiteley Village in Fareham.

Other existing M&S stores that carry White Stuff include Stratford’s Westfield, Manchester City Centre and the Bluewater mall.  

White Stuff said its partnership with the retail giant has enabled it to extend its reach to a wider customer base and introduce more shoppers to its designs, selling capsule collections curated specifically for M&S customers. “This has led to White Stuff becoming one of the most popular third-party brands among M&S customers,” we’re told.   

The retailer added that third-party partnerships are a “key element” of its transformation strategy “as the company grows its footprint in city centres and shopping malls across the UK, and continues to transform into a multi-channel, modern lifestyle brand”.

The strategy helped it recruit a “record number of new customers in 2023”, both online and in store. The brand saw significant growth in partnerships throughout 2023 and sells in-store in M&S and John Lewis, and online with Next, QVC and Very.

CEO 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.”

The company also has several planned openings of standalone stores throughout 2024 with one having already happened. It earlier unveiled a new flagship store for the North West at Liverpool One shopping centre.