After e-success, White Stuff rolls out Petite range across UK stores

It’s not just stores White Stuff is rolling out. The fashion & lifestyle retailer is now introducing a Petite collection to 50 stores across the UK, “making it one of the few high street retailers to feature Petite clothes in-store”.

And its physical launch appears to have been endorsed by its own customers, with 1,400 of them “having applied to White Stuff’s casting call for petite models” as part of its current ‘Introducing’ campaign.

So shoppers will now be able to find Petite versions of White Stuff’s favourites and seasonal edits in 40% of White Stuff’s UK shop estate.

Previously an online-only offer, the 190-piece collection “will now give customers the opportunity to try on the range at some of its most popular locations”, including Bath, Edinburgh, Nottingham and Glasgow Silverburn.

White Stuff launched its Petite collection online in February 2023 and has seen “a positive response from existing and new customers”. It noted that 68% of sales from the collections come from White Stuff’s “favourites” range, including its Rua and Megan dresses.

The latest Petite range features designs from its AW24 collection as well as dresses, jeans, skirts, tops, coats and trousers, “all designed specifically for Petite body types with shorter lengths and proportions”.

Paula Bonham-Carter, Buying & Design Director at White Stuff, said: “Our customers always tell us how incredibly important fit is for them, so it’s no surprise our Petite range has been such a hit online. Now we want to make it even more accessible for our customers.”

She added: “We’ve also been thrilled by the reaction to our casting call for customers to model our Petite collection. Since we launched the Introducing campaign last year, we’ve received thousands of applications and had the joy of showcasing many interesting customers with their unique styles and personal stories.”

The retailer has also been rolling out a series of physical stores and new concessions in an impressive 2024 expansion drive, taking its tally to 123 stores and 54 concessions in the UK. This also includes the latest announcement of a retail unit at Gatwick, the brand’s first ever airport store.