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Northern Europe the target for White Stuff’s first international websites

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White Stuff , the fast-growing British fashion brand, is looking at Northern Europe for expansion opportunities and is planning international websites, as well as physical stores, to win new overseas customers.

An article in the Sunday Telegraph says the 78-store chain is drawing up plans for international expansion. Sally Bailey, chief executive of White Stuff said the Nordic market holds the most potential, and so countries such as Norway, Sweden, Denmark and Finland could potentially see White Stuff shops and internet sites launched “over the next five years”. She said no final decisions had been made on which would be the first country targeted with a website.

The White Stuff brand began as a ski brand and there is still a strong focus on knits, hats, scarves, and outdoor wear. It’s thought that the retailer’s lifestyle designs are likely to be popular in Nordic countries.

Overseas delivery is available from the UK website, costing £8 for destinations in Europe and £12 for ‘rest of the world’. The site says delivery to EU countries may take up to 15 working days while good going to any other country may take up to 21 working days. Sales data from overseas customers is helping shape future web plans, the company confirmed.

White Stuff has been shoring up its top level personnel to help drive an ambitious growth strategy. Alison Lancaster, previously marketing director at Harrods Direct, became White Stuff’s home shopping director in November 2009 and will play a pivotal role in the international web development plans.

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