White Stuff has expanded its partnership with M&S, opening in a further 10 of the retail giant’s UK stores this season.
The tie-up, which includes the fashion and food retailer’s stores based in Southampton, Watford and Sheffield, brings White Stuff’s total store number to 20.
Each new location is set to be specifically curated to offer shoppers “the best of White Stuff’s seasonal collections,” including its latest early summer edit, according to the business.
M&S and White Stuff’s partnership began in 2021, when White Stuff became one of the first third-party brands to appear on the Brands at M&S online platform.
The collaboration has since allowed White Stuff to extend its reach to a wider customer base, which it claimed had led it to become one of the most popular third-party brands amongst M&S shoppers.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
White Stuff insisted third-party partnerships were a key part of its transformation strategy, as it grows its footprint across city centres and shopping malls throughout the UK.
M&S director of third-party brands Nishi Mahajan said: “White Stuff were one of the first clothing brands we introduced to our brands at M&S platform and continue to be loved by our customers.
“We’re proud to be able to support them and be a partner of choice in their transformation strategy.”
White Stuff CEO Jo Jenkins added: “Our partnership with M&S has been a huge success, introducing new customers to White Stuff via their website as well as their stores.
“Expanding this partnership to a further 10 M&S stores reflects the growing demand for White Stuff’s unique designs across the UK.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
