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White Stuff heads overseas

Lifestyle retailer White Stuff will launch its wholesale offer into Denmark, Norway and Germany this spring, which will be its first markets outside the UK and Republic of Ireland.

The business signed the international accounts after it made its trade show debut at CIFF in Copenhagen, Denmark.

White Stuff said the Scandinavian market showed great potential and an affinity with the brand’s men’s and women’s lifestyle collections.

Wholesale sales manager Sarah Calder said: “We’re a lifestyle brand with a laidback feel, so we felt there was a synergy with the northern European market and that we could offer something different.”

White Stuff is also expanding its footwear and jewellery range and rolling it out from 10 trial stores to 35 shops for spring 09.

A yoga range will go into all its shops this autumn, while loungewear will be sold in 10 stores.

Creative director Lee Cooper said: “Some people still see us as a surfwear brand, but we’ve moved away from that and our customers shop at the likes of Jigsaw, Kew and Boden.”

White Stuff called off the search for private equity investment this month and reported a 15% rise in like-for-like sales for the quarter to the end of July.
White Stuff has 160 UK wholesale accounts and 50 shops.

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