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White Stuff doubles M&S footprint

Image © White Stuff

White Stuff will be opening in 10 additional M&S stores throughout the UK this season, bringing the brand’s total number to 20.

The lifestyle brand said each new location will be specially curated to offer M&S customers the best of White Stuff’s seasonal collections, including its latest early summer edit.

Rolling out from this month, shoppers in Southampton, Watford and Sheffield will be among those who will be able to access White Stuff’s unique designs in-store, including customer favourites like its linen, bold patterned dresses and quality knitwear.

White Stuff and M&S’ partnership began in 2021, when White Stuff became one of the first third-party brands to launch on M&S’ ‘Brands at M&S’ online platform. Since then, the partnership has continued to evolve with the brand available in M&S stores across the country, including Stratford Westfield, Manchester City Centre and Bluewater Shopping Centre.  

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. This has led to White Stuff becoming one of the most popular third-party brands amongst M&S customers.

Jo Jenkins, CEO White Stuff, commented: “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.” 

Third-party partnerships are a key element of White Stuff’s transformation strategy as the company grows its footprint in city centres and shopping malls across the UK, and continues to transform into a multi-channel, modern lifestyle brand. It has also been a major part of the transformation of M&S.

Nishi Mahajan, director of third-party Brands at M&S, added: “White Stuff were one of the first clothing brands we introduced to our Brands at M&S platform and continue 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.”

Learn more about M&S’ ‘Reshape for Growth’ transformation strategy in an exclusive company profile in the newly published RetailX UK 360° report.

The report offers a briefing on the UK market as a whole, on how shoppers buy and want to buy, on the retailers, brands and marketplaces that are succeeding in this market, and the services that the most successful provide to their customers.

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