White Stuff rolls out Petite collection to 50 UK stores

Lifestyle brand White Stuff is rolling out its 190-piece Petite collection to 50 of its UK stores, which accounts for 40% of its UK store portfolio.

Previously an online-only offer which launched in February 2023, the Petite collection is going into some of the brand's most popular retail locations, including Bath, Edinburgh, Nottingham and Glasgow Silverburn.

Alongside the launch, White Stuff announced a casting call for customers to model the new Petite range as part of its ‘Introducing’ campaign, receiving over 1,400 applications within 24 hours.

Over two thirds (68%) of sales from the Petite collections come from White Stuff’s "favourites" range, including its popular ‘Rua’ and ‘Megan’ dresses.

The latest Petite range features designs from White Stuff’s AW24 collection, including 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 by bringing it to 50 of our shops across the UK."

White Stuff has also launched True Fit on its website. The tool allows customers to input their own measurements and find accurate size suggestions, helping them make more informed choices when shopping with the brand.

Bonham-Carter added: "Introducing the True Fit tool on our website is another step to help our customers find the very best size and fit for them when they shop with us.

"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.

"Thank you to everyone who’s already been in touch or been part of our campaign. Customers tell us it’s refreshing to see how our clothes look on ‘real’ people, so we’re looking forward to showing off our Petite range in this way."

White Stuff has 123 stores and 54 concessions in the UK (within John Lewis, Marks & Spencer and other independents), as well as six stores and 22 concessions  across Germany and Belgium.