White Stuff launches first children’s collection for the German market
130 independent stores, eight of which are in Germany. Now the British fashion and lifestyle label White Stuff goes one step further. The spring collection is the first children’s line for the German market.
Stuff and Wonder is the name of White Stuff’s new collection. The leitmotif for the girls’ clothing is the circus world with its acrobats, animals and typical scenes. Clothing for boys focuses on the adventure of the British sporting world. Here you will find motifs from football, tennis and water sports. All garments are characterized by their attention to detail: They have buttons in different colors, glitter thread seams or patterned lining. Parents are to be particularly pleased with the practical aspects: colorful patches on knees and elbows, an extra-comfortable inner fabric layer with embroidered parts and washability up to 40 degrees. Clothes are also reversible, allowing small stains or dirt to be quickly concealed.
Available in eight own stores, eleven Karstadt stores and the online shop
The designs were created in the London office. Around 200 employees work there. All prints and samples are drawn by hand by our in-house design team. For White Stuff the step to a children’s collection for the German market was logical. The company was founded in 1991 by two Britons. They focused on women’s and men’s clothing, accessories and gifts. The first White Stuff Store was opened in Battersea, South London. In Germany, the company now operates eight shops in Oldenburg, Gießen, Cologne, Flensburg, Göttingen, Koblenz, Münster and Trier. In addition, there is a German online shop at www.whitestuff.de and the collections of the British label are available in eleven Karstadt stores.
The White Stuff Stores want to be a second home for their customers
The company’s philosophy is particularly strongly reflected in its own stores. The aim is for the customer to feel comfortable. Cosiness is in the foreground and the employees should be perfect hosts. With this philosophy, White Stuff not only wants to present fashion and home accessories, but also convey the feeling of a second home. Customers can sit back and relax over a cup of coffee or tea, read the newspaper in cosy lounge corners or exchange ideas with like-minded people. For children there are lovingly designed play corners such as the children’s playhouse with an integrated kitchen in Oldenburg. With the children’s collection, the entire family can now also be dressed. The customer focus is interesting: According to the company, the typical White Stuff customer is between 40 and 55 years old, has children between the ages of 12 and 17 and is an absolute family man.
Exceptional design ideas and integrated candy stores
The shops are characterized by unconventional design ideas with creative decoration and furniture in vintage style. Instead of wallpaper, pages from fairy tale books by the Brothers Grimm decorate the walls in Göttingen. The Münster shop, on the other hand, is decorated with bicycle bells and saddles, under the sign of the cyclist-friendly city. There is also a candy store in every shop. The proceeds go directly to the White Stuff Foundation.
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Image: White Stuff