Fresh from being acquired by TFG London last autumn, retailer White Stuff has issued a festive trading update and it clearly came out as one of the big winners during the Christmas shopping season.

In the 10 weeks up to 4 January, it saw a 21.8% increase in total sales. And it said its performance demonstrates the strength of its product offer as well as the continued delivery against its transformation strategy.

Buoyant trading was underpinned by it being a strong season for knitwear as well as the company acquiring new customers at a record level.

The company, which is now part of the group that also owns Whistles, Hobbs and Phase Eight, said that the big total sales rise was helped by e-commerce sales that jumped 32.5% and in-store sales that a healthy 8.5%.

It also said full-price sales increased by 26.8% against the same quarter in the previous year as the company reduced its promotional pricing.

As for the aforementioned strength in knitwear, it sales were up 19% with Fair Isle knits alone surging 50%. Meanwhile nightwear sales were up 60%.

The company introduced ‘ship from store’ capability to its online customers, resulting in greater product availability, and this clearly was a big help during the period.

Also a major boost was the fact that it attracted 96,000 new customers so it marketing efforts and other operational changes are clearly paying off, even in the face of a lower level of promotional pricing.

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.”