White Stuff has today announced it will be expanding its partnership with M&S by going into 10 additional locations – including Southampton, Sheffield and Watford – doubling its presence to a total of 20 M&S stores.
The move builds on a successful partnership that began in 2021 when White Stuff became one of the first third-party brands to launch on the ‘Brands at M&S’ online platform.
Rolling out this month, each new location will offer customers the best of White Stuff’s seasonal collections, including current summer favourites such as bold patterned dresses, lightweight linen pieces and knitwear.
The partnership has enabled White Stuff to extend its reach to a wider customer base and introduce more shoppers to its distinctive designs, selling capsule collections curated specifically for M&S customers.
Jo Jenkins, CEO of White Stuff, said: “Our partnership with M&S has been a huge success, introducing new customers to White Stuff via their website as well as their stores. Expanding this partnership to a further 10 M&S stores reflects the growing demand for White Stuff’s unique designs across the UK.
“We’re looking forward to bringing White Stuff to even more customers visiting M&S, and we’re confident they’ll love our high-quality sustainable fabrics and colourful styles that will see them through spring, summer and beyond.”
Nishi Mahajan, Director of third-party Brands at M&S, commented: “White Stuff was one of the first clothing brands we introduced to our Brands at M&S platform and it continues to be loved by our customers. We’re proud to be able to support them and be a partner of choice in their transformation strategy.”
White Stuff added a record number of new customers in 2023, partly driven by its third-party strategy both online and in-store. The brand saw significant growth in partnerships throughout 2023 and sells in-store, not only in M&S but also in John Lewis, as well as online with Next, Very and QVC.
White Stuff also has several planned openings of standalone stores throughout 2024.The first opening of the year was a new flagship store for the North West at Liverpool One shopping centre.
