British brand White Stuff is broadening its horizons by launching wholesale operations in the US.
- The initial rollout includes partnerships with 18 independent stockists across seven US states.
- This expansion follows a successful trial in Michigan and Illinois with partner Showroom Code.
- The launch will showcase women’s fashion including the popular Sophie and Annie shirts.
- White Stuff aims to expand further into menswear and major department stores.
British fashion label White Stuff is venturing into the American market by initiating wholesale partnerships this summer. The company has established connections with 18 independent retailers, strategically spread across Illinois, Indiana, Ohio, Michigan, Iowa, Wisconsin, and Minnesota. This move is a significant step in White Stuff’s international growth ambitions.
The expansion stems from a successful trial run in Michigan and Illinois, conducted with Chicago-based wholesale partner Showroom Code. Armed with positive insights from this initial venture, White Stuff is poised to offer a curated selection of its womenswear, including the popular Sophie and Annie shirts, Rua dresses, and Nelly T-shirts, across US stores.
Currently, White Stuff’s international website has been serving the US market since 2018, providing a platform for customer engagement and sales. This broadened wholesale operation is part of a larger strategy to test market responsiveness and potentially introduce menswear and reach major department stores nationwide.
In the financial year leading up to April 2023, White Stuff experienced a noticeable uplift in sales, recording a 13% growth compared to the previous year, with a 21% surge in wholesale sales. These figures underscore the importance of the wholesale segment, which currently constitutes around 8% of the brand’s total sales through 165 UK and Ireland stockists, and 410 international partners.
The company’s goal is to double its wholesale revenue over the next four years, aligning with its strategy to modernise and globalise the brand. CEO Jo Jenkins expressed high hopes for the US market, highlighting its potential for a distinctive British brand like White Stuff to resonate with local consumers. “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,” stated Jenkins.
White Stuff has previously navigated international expansions in markets such as Canada, New Zealand, and the Czech Republic, gaining valuable experience which is being leveraged in this new venture. As the brand continues to scale, it sees wholesale operations as a crucial component of its strategy to establish White Stuff as a recognised name in global fashion.
The strategic expansion into the US market marks a pivotal moment for White Stuff, reinforcing its commitment to becoming a global fashion brand.
