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White Stuff moves into Scandinavia

Lifestyle retailer White Stuff will open its first store outside the UK next month in Copenhagen.

It will be followed by another Scandinavian store opening after Christmas as White Stuff kicks off its international retail ambitions.

Chief executive Sally Bailey said the retailer had been looking at  Scandinavia and northern Europe for some time. Further research revealed that Scandinavian customers – particularly those in Denmark and Sweden – had the “same sensibilities as those in the UK and the same high spend”. It will also launch a transactional website in Denmark at the same time.

“Scandinavia is close to home, which makes it easier when you first launch internationally,” added Bailey. “We don’t want to launch in a massive new market such as the States or Asia, but once we’ve got it right then we can focus on world domination.” She said finding the right location is critical.

White Stuff operates 79 UK stores and has a wholesale business which as well as the UK also sells in countries including France and Germany.

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