White Stuff today announced the expansion of its partnership with M&S by opening in 10 additional M&S stores throughout the UK this season. This latest expansion will bring the total number of White Stuff locations within M&S stores to 20.
Each of these new locations will be meticulously curated to present M&S customers with the best of White Stuff’s seasonal collections, including its newest early summer edit. Starting this month, shoppers in cities like Southampton, Watford, and Sheffield will have access to White Stuff’s distinctive designs, including popular items such as linen garments, bold patterned dresses, and quality knitwear.
The collaboration between White Stuff and M&S began in 2021 when White Stuff became one of the inaugural third-party brands on M&S’ ‘Brands at M&S’ online platform. This partnership has since flourished, leading to White Stuff’s presence in numerous M&S stores nationwide, including prominent locations like Stratford Westfield, Manchester City Centre, and Bluewater Shopping Centre.
This strategic partnership has significantly broadened White Stuff’s customer base, introducing its unique designs to more shoppers. The capsule collections tailored for M&S customers have made White Stuff one of the most favoured third-party brands within M&S stores.
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Incorporating third-party partnerships is a crucial aspect of White Stuff’s transformation strategy as it continues to expand its presence in city centres and shopping malls across the UK. This approach supports the company’s evolution into a modern, multi-channel lifestyle brand.
White Stuff experienced record growth in customer numbers in 2023, a success partly driven by its third-party strategy both online and in physical stores. The brand saw considerable expansion in partnerships over the past year, selling in-store at M&S and John Lewis, and online through Next, QVC, and Very.
Jo Jenkins, CEO of White Stuff, remarked: “Our partnership with M&S has proven incredibly successful, bringing new customers to White Stuff through both their website and their stores. Expanding our presence to an additional 10 M&S stores reflects the increasing demand for White Stuff’s unique designs across the UK.
“We are excited to introduce White Stuff to even more M&S shoppers, confident that they will appreciate our high-quality sustainable fabrics and vibrant styles that are perfect for spring, summer, and beyond.”
Nishi Mahajan, Director of Third-Party Brands at M&S, added: “White Stuff was among the first clothing brands we introduced to our Brands at M&S platform and remains a favourite among our customers. We are proud to support White Stuff and be their partner of choice as they continue their transformation strategy.”
In addition to its presence in M&S stores, White Stuff plans to open several standalone stores throughout 2024. The first new opening of the year was a flagship store in Liverpool One shopping centre, serving as the brand’s North West flagship.
New White Stuff M&S Store List:
- M&S Braehead
- M&S Shoreham
- M&S Southampton West Quay
- M&S Merton Colliers Wood
- M&S Watford
- M&S Biggleswade Retail Park
- M&S Brotherhood Peterborough
- M&S Sheffield Fargate
- M&S Whiteley Village Fareham
- M&S Pudsey
