British lifestyle brand White Stuff has opened a new 1,302 sq ft store at Birmingham Grand Central Station as it continues its “ambitious” store expansion across the UK, having already opened eight new stores this year.
The new Birmingham location marks the brands 119th UK store, following recent openings in Dalton Park, Broughton Park, Eastbourne, Lyme Regis, Canterbury and Watford, with more planned to follow in 2026 in city centres, shopping malls and retail parks across the UK.
Visitors to the new Birmingham store are now able to shop White Stuff’s full AW25 collection across menswear and womenswear, including favourite seasonal bestsellers like the brand’s Fair Isle jumpers and outerwear, as well as unique gifting options.
Matthew Grant, Area Manager of White Stuff, said: “We’re excited to be opening in Birmingham Grand Central as part of our wider retail expansion across the UK.
“We look forward to welcoming our West Midlands community to the new store this festive season and sharing our thoughtfully designed winter collection to more customers in time for Christmas.”
In October, White Stuff reported double-digit growth as its transformation strategy showed signs of paying off.
For the 52 weeks ending 29 March 2025, the brand’s sales rose 20.3% to £184 million, up from £153 million the year prior. The growth has been driven by White Stuff’s “renewed focus on what customers want”.