White Stuff chief executive Jeremy Seigal has big ambitions for the lifestyle business he has run since 2013. Speaking to Drapers in July, he outlined plans to expand in the UK and overseas, opening new stores in Germany, concessions in Belgium and Italy, and stores in Plymouth, Ludlow and Newark this year.
The challenge has been to expand retail without damaging relationships with its wholesale stockists, of which there are around 175. However, Seigal insists this has been carefully managed.
He also maintains that a multichannel approach is key to White Stuff’s growth strategy. Online sales now account for 26.6% of the total, up from 25% last year. Overall, sales at White Stuff increased 10% to £144.6m for the year to 30 April. International sales jumped 28.1%.