White Stuff announces official US wholesale debut

White Stuff has been heavily focused on growth in recent periods and on Monday announced its move into the US, starting with seven states and 18 independent stockists from this month.

It follows a “successful trial in two states which delivered strong initial sales”.

And it said the initial push into the US “will serve as an opportunity to test and learn as the company steps up international expansion”.

It’s all part of a wider plan to double the size of its wholesale business over the next four years.

The lifestyle and fashion brand said that being available at around 18 small and medium-sized independent US retailers “will give the company opportunity to test and learn, with the ambition  to grow the product offering to include menswear, as well as expanding into major department stores across the country”.

The company had tested the market in Michigan and Illinois with Chicago-based wholesale partner Showroom Code, “which delivered strong sales and positive feedback from customers”.

White Stuff, which began as a retailer, said its wholesale business has enabled it to extend its reach to a wider customer base. This model allows it to test its product in new markets, without significant operational investment. 

The wholesale business only represents around 8% of the brand’s overall sales so far, with 410 existing partnerships in the UK, Ireland, France, Germany, the Netherlands, Czech Republic, Greece, Canada and New Zealand. 

But the past year has seen record sales for wholesale and that target to double sales doesn’t seem over-ambitious given that the channel would still be a relatively small part of the overall business.

And of course, the potential in the giant US market might even mean that the target is exceeded. 

CEO Jo Jenkins said: “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.

“Our wholesale business has helped us learn and adapt to new markets like in the past few years and has significant potential in the US. As we continue to scale White Stuff into an internationally recognised fashion and lifestyle brand, we see wholesale playing a bigger role in our strategy.”