White Stuff, the British fashion and lifestyle brand, has announced that it has rolled out its Petite collection to 50 stores across the UK, making it one of the few high street retailers to feature Petite clothes in-store.
Previously an online-only offer, the 190-piece Petite collection will now be available across 40% of its UK shop estate, giving customers the opportunity to try on the range at some of White Stuff’s 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. Over two thirds (68%) of sales from Petite collections come from White Stuff’s “favourites” range, including its popular Rua and Megan dresses.
The Petite range features designs from White Stuff’s Autumn Winter collection as well as dresses, jeans, skirts, tops, coats and trousers, all designed specifically for Petite body types with shorter lengths and proportions.
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.
Launched in October 2023, ‘Introducing’ celebrates the individuality and unique stories of the brand’s customers and features real customers modelling its seasonal collections. White Stuff’s recent Autumn Winter campaign featured 71-year-old retired lecturer and National Trust volunteer, Wendy from Suffolk, who modelled the collection alongside female morris dancing group, Boss Morris. Wendy has previously featured in White Stuff’s campaigns alongside her two rescue dogs, Jack and Roo.
Customers can apply to be part of the campaign here: https://woobox.com/6br5yc
The expansion of its Petite range is part of White Stuff’s ongoing business transformation, as it reaches new customers and supports its growth as a modern, multichannel lifestyle brand for independent spirits with individual style.
In addition, White Stuff has also launched True Fit on its website. This tool allows customers to input their own measurements and find accurate size suggestions, helping them make more informed choices when shopping with the brand.
Paula Bonham-Carter, buying & design director at White Stuff, commented: “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. 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.”
