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White Stuff launches new smart range

Lifestyle retailer White Stuff is launching a smarter range as the chain attempts to expand its product offering.

Previously the retailer has been known for its more casual styles; however this range, which soft launched online this week and is now being rolled out in store, sees a shift into smarter cuts.

Style director Katie Grassby said: “We want to make our product appeal more and to widen what she wears it for and how. We want to give our customers another reason to buy White Stuff.”

The range, which has been in development for the last year, features 30 pieces. Key items include soft boyish blouses, bird print dresses, cable knits and a velvet knee-length skirt in a pared down colour palette of grey, white and pop-art pink.

The standout item however is a grey short sleeved jumper with pink spots, which the retailer has paired with a white shirt for a smarter look but could also be matched with jeans for a less formal approach. “When you’ve got less money like we all have, versatility is the key word,” said buying director Antonia Long.

It will be merchandised together in stores in separate displays from the rest of the White Stuff range. For autumn 12 the merchandising will feature clipboards, stacks of books and brown paper backdrops.

Retail prices range from £25 to £95.

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