Published
December 21, 2025
Fashion/lifestyle brand White Stuff has rounded out a busy 2025 in its 40th anniversary year with a flagship store opening in Birmingham’s Grand Central Station.
The White Stuff
Introducing the city to its Winter collection and seasonal gifting options, the 1,302 sq ft opening, which creates 11 new jobs in the area, is the latest of several planned for the TFG London-owned brand, aiming to “bring the brand to more city centres, shopping malls, and retail parks across the UK in 2026”.
That will add to the eight stores opened across the UK this year, including Dalton Park, Broughton Park, Eastbourne, Lyme Regis, Canterbury and Watford taking its store tally so far to 119, not to mention 49 concessions.
And that 40th anniversary has also taken in some novel promotional campaigns, including the introduction of a nostalgic White Stuff Ice Cream Truck Tour to locations along England’s south coast in the summer. It also partnered with the St Ives Surf School to offer free surf lessons and equipment hire while donating £1,000 to youth mental health charity The Wave Project.
And as England’s elite women’s footballers prepared to win Euro 2025 in Zurich this summer, White Stuff launched an ad campaign to celebrate their trailblazing “foremothers” — the 1972 England women’s team.
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