British lifestyle and fashion brand White Stuff is set to launch in the US this summer, stepping up its international expansion through its growing wholesale business. Starting in June, shoppers in seven US states—Illinois, Indiana, Ohio, Michigan, Iowa, Wisconsin, and Minnesota—will have access to a curated collection of White Stuff womenswear, including popular items like Sophie and Annie shirts, Rua dresses, and Nelly tees.
Around 18 small and medium-sized independent US retailers will feature White Stuff’s unique designs, providing the company with an opportunity to test and learn from the market. The brand aims to expand its product offering to include menswear and eventually grow into major department stores across the country.
This move follows a successful trial in Michigan and Illinois with Chicago-based wholesale partner Showroom Code, which resulted in strong sales and positive customer feedback. The wholesale business model allows White Stuff to extend its reach to a wider customer base by partnering with local independent retailers who pre-order stock directly from the brand to sell through their own stores and channels. This approach enables White Stuff to test its products in new markets without significant operational investment.
Currently, the wholesale business represents around 8% of White Stuff’s overall sales, with 410 existing partnerships across the UK, Ireland, France, Germany, the Netherlands, Czech Republic, Greece, Canada, and New Zealand. The past year has seen record sales for White Stuff’s wholesale segment, and the company plans to double the size of this business over the next four years. This growth strategy is a key part of White Stuff’s ongoing transformation, aiming to modernise the brand, acquire new customers, and increase its relevance to a broader audience.
Jo Jenkins, CEO of White Stuff, commented: “The US is a big market with a meaningful opportunity for a distinctive British brand like ours, and we’re confident that our thoughtfully created designs in quality fabrics will resonate with US customers across the pond.
“Our wholesale business has helped us learn and adapt to new markets like Canada, New Zealand, and the Czech Republic in the past few years and has significant potential in the US. As we continue to scale White Stuff into an internationally recognised fashion and lifestyle brand, we see wholesale playing a bigger role in our strategy.”
