Knitwear and pyjamas drive strong Christmas sales at White Stuff

The revenue growth was led by a 32.5% year on year rise in ecommerce sales while store sales were up 8.5%. Full-price sales increased 26.8% year on year amid reduced promotional activity.

Strong categories included nightwear, which saw a sales increase of 60%, and knitwear, which grew 19%, with its signature "fair isle" knitted jumpers up 50%.

The retailer said its recently introduced "ship from store" option has led to greater product availability to its online customers. The integration into TFG London is "progressing well" following its acquisition in October, it added.

White Stuff CEO Jo Jenkins said: "Our strong results over the Christmas period reinforce the success of our brand transformation and growth strategy.

"We continue to focus on unique designs in sustainable fabrics available to more customers through more channels, and we attracted a record number of new customers to White Stuff over the festive season."