British fashion brand White Stuff is expanding into the US market.
- The brand will be available in 18 independent stockists across seven US states.
- Initial trials were conducted in Michigan and Illinois with Showroom Code.
- White Stuff aims to include menswear and expand into department stores.
- The brand plans to double its wholesale revenue over the next four years.
British fashion and lifestyle brand, White Stuff, is set to make its presence felt in the US market. This summer marks the brand’s expansion through 18 independent stockists located across the states of Illinois, Indiana, Ohio, Michigan, Iowa, Wisconsin, and Minnesota. This strategic move is part of White Stuff’s broader international expansion plans, focusing on increasing its footprint within the US through wholesale distribution channels.
The initial foray into the US marketplace was piloted with a trial phase in Michigan and Illinois. This was accomplished in partnership with the Chicago-based wholesale entity, Showroom Code. Following the success of this trial, White Stuff is now rolling out its offerings more broadly. In these stockists, customers will find a variety of the brand’s womenswear, featuring items such as the Sophie and Annie shirts, Rua dresses, and Nelly T-shirts.
Looking forward, White Stuff has ambitions to extend its product line available in the US to include menswear. There’s also an eye on expanding into major department stores nationwide, which would further cement its market position. The US customer base has been able to access the brand’s products through its international website since 2018, but the wholesale strategy opens up new growth avenues.
In its latest financial year, ending April 29, 2023, White Stuff reported total sales of £151.4 million, reflecting a 13% increase year on year. Importantly, wholesale sales rose by 21%—a significant driver of this success—highlighting the potential and importance of this channel. Currently, the wholesale division constitutes approximately 8% of White Stuff’s total sales, supported by 165 stockists in the UK and Ireland and 410 internationally.
The brand’s broader vision includes doubling its wholesale revenue over the next four years, an aim included in its transformational strategy to modernise and escalate the brand’s reach. CEO Jo Jenkins has articulated confidence in the US market, citing it as a substantial opportunity for the brand’s high-quality, thoughtfully designed offerings. Jenkins noted, “The US is a big market with a meaningful opportunity for a distinctive British brand like ours, and we’re confident that our thoughtfully created designs in quality fabrics will resonate with US customers across the pond.”
White Stuff is strategically leveraging its wholesale capabilities to establish a strong presence in the US market as part of its growth strategy.
