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White Stuff selects Liverpool ONE for city debut and regional flagship

The British fashion and lifestyle brand White Stuff, the first of several new brands expected to commit to Liverpool ONE’s best-in-class lineup in 2024, has signed a contract with Grosvenor.

The new 1,800 square foot store, which is situated on Peter’s Lane in Liverpool ONE, will bring in 10 new jobs, have an upgraded design format, and carry the best selection of men’s and women’s clothing from White Stuff, including the brand-new Spring Collection.

White Stuff selects Liverpool ONE for city debut and regional flagship

A key component of White Stuff’s plan to develop the company into a multi-channel, contemporary lifestyle brand is the opening of the new Liverpool ONE store. Presently, White Stuff serves 1.3 million customers annually through its stores and website, running 113 stores and 36 concessions throughout the UK. The brand announced that for the 52 weeks ending April 29, 2023, total sales climbed by 13.3% to £151.4 million, and EBITDA more than doubled to £7 million from £2.9 million the year before. Strong sales across retail shops and concessions drove this.

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.”

White Stuff’s recent design revamp has given the company a boost and modernised image, bringing fresh energy to the enterprise. The brand will now be on Peter’s Lane alongside notable names like 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 comes after it was revealed that Grosvenor is already predicted to surpass Liverpool ONE’s achievements from the previous year. During the first three weeks of January 2024, there were 9% more visitors than there were in 2023, making this the destination’s best start to a year in over five years. Liverpool ONE experienced an unprecedentedly busy Christmas in 2023, as both sales and visitor numbers reached record highs.


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