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White Stuff Christmas sales up 17.9%

Lifestyle retailer and brand White Stuff has reported a 17.9% increase in total sales over Christmas, driven by full price trading, gifting and multichannel growth.

Like-for-like sales were up 6.5% for the five weeks to January 3 compared to 2013. The retailer took a full price trading stance during the period, but ran a gift card promotion for Black Friday to boost sales.

Online sales soared by 38.1%, accounting for 24.7% of total sales, while gifting increased 76.5% year-on-year. Particular successes were in loungewear and homeware, with sales growth of 126% and 122% respectively. A “renewed focus” on menswear also delivered a 32.4% increase on the same period last year.

White Stuff opened six new stores, including a new shop concept in Bluewater, and relocated one shop in the three months to Christmas.

Chief executive Jeremy Seigal said: “Our customers responded very positively to our strong multichannel proposition, improved gifting product offer and new shops. We sold full price product well through December, and then saw an excellent reaction to our first week of sale, which resulted in a strong gross margin performance.

“We will continue to develop our brand, product, customer experience and service proposition to support our future growth in the UK and overseas.”

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