White Stuff selects Liverpool ONE for city debut and regional flagship
Grosvenor has announced that White Stuff, the British fashion and lifestyle brand, has signed at Liverpool ONE, the first of a number of new brands anticipated to commit to the destination’s best-in-class line-up in 2024.
Located on Liverpool ONE’s Peter’s Lane, the new 1,800 sq ft store will create 10 new jobs in the area, feature an elevated design format, and the best of White Stuff’s womenswear and menswear, including its new Spring Collection.
The new Liverpool ONE store will form part of White Stuff’s strategy to transform the business into a multi-channel, modern lifestyle brand. White Stuff currently operates 113 shops and 36 concessions across the UK, and serves 1.3 million customers a year through its stores and website. For the 52 weeks to 29 April 2023, the brand reported that total sales increased by 13.3% to £151.4m, with EBITDA more than doubling to £7m from £2.9m the previous year. This was driven in part by strong sales across retail shops and concessions.
Jo Jenkins, CEO, White Stuff commented: “Our new store in Liverpool is a confident step forward for White Stuff, building on the good progress we have made over the last year to broaden the appeal and style credentials of our brand and products. Liverpool ONE is the perfect home to introduce our thoughtful designs and high-quality fabrics to the city, in a new store format that truly represents the direction of our brand.”
Breathing new life into the business, White Stuff’s design refresh over the last few years has elevated and modernised the brand, which will join leading names on Peter’s Lane, including Sweaty Betty, Space NK, The White Company and Mint Velvet.
Rob Deacon, Asset Management Director at Liverpool ONE, said: “We are proud to announce that White Stuff is the first brand to commit to Liverpool ONE in 2024. Innovation and evolution are at the heart of our strategy, and by bringing in exciting brands like White Stuff, we will build on last year’s successes and ensure we continue to contribute positively to the city centre and wider Liverpool City region.”
The announcement follows the recent news that Grosvenor is already expected to top last year’s successes experienced at Liverpool ONE, with a 9% increase in visitor numbers during the first three weeks of January 2024 versus 2023, representing the destination’s strongest start to a year in more than five years. Liverpool ONE also recorded its busiest ever Christmas in 2023, with sales and visitor figures hitting an all-time high during the period.