White Stuff to open flagship store in Liverpool ONE

• Set to open on Liverpool ONE’s Peter’s Lane in early 2024, the brand’s first store in Liverpool city, creating 10 jobs
• New 1,800 sq ft store to deliver a premium shopping experience for customers, with an enhanced store design
• Forms part of White Stuff’s strategy to grow its customer base in city centres and malls across the UK

White Stuff has today announced the signing of a new flagship store for the North West at Liverpool ONE – the first of a number of planned openings that will bring the brand to more city centres, shopping malls and retail parks across the UK.

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 whitestuff.com. For the 52 weeks to 29th April 2023, the brand reported that total sales increased by 13.3 percent 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.”

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.”

White Stuff Liverpool ONE is set to open in early 2024.