White Stuff saw sales fall 6.2 per cent in the year ending April 28 as it fought unpredictable trading conditions in its first financial half.
The fashion and lifestyle retailer saw EBITDA plummet by 58.3 per cent to £6 million in that period, as its much-lauded “test and learn” product strategy failed to deliver.
Despite the headline figures, White Stuff recorded a 3.5 per cent increase in ecommerce sales in the full year, thanks to investing in a new web platform.
Online sales now represent 30.4 per cent of White Stuff’s total sales, compared with 27.5 per cent last year.
International sales rose by 7.5 per cent thanks to an “encouraging” second half, with particular strong growth in the White Stuff’s German market.
The results come a year after White Stuff announced it was replacing chief executive Jeremy Siegal with former Marks & Spencer clothing and beauty director Jo Jenkins.