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White Stuff celebrates 'successful' Christmas

White Stuff’s like-for-like sales increased 7.3% in the 10 weeks to January 4, with the retailer seeing strong demand for its full-price products in November and December and customers reacting well to its first two weeks of Sale.

White Stuff said total sales were up 13.9% compared to the same period a year ago. Margins rose 15%.

Online sales surged 52.9%, with the channel accounting for 21.8% of total sales.

White Stuff said recent investment in multichannel had proved successful with almost 10% of online sales coming through click and collect. Sales through mobile and tablet devices also increased with 36% of orders placed on mobiles during this period.

White Stuff chief executive Jeremy Seigal said: “We are very pleased with our performance over Christmas, especially given the competitive market place and heavy discounting in the weeks running up to Christmas. Our customers responded very positively to our distinctive product and Christmas marketing initiatives, which we ran across our 88 shops and online.

“We sold full price product well in November and December, and then saw an excellent reaction to our first two weeks of Sale. Against the heavy backdrop in discounting in the market we continued to trade with less discounting against last year, which resulted in a strong margin performance, up 15% against last year.”

White Stuff opened four new shops in the last year.

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