White Stuff plunges into the red as its sales dry up

White Stuff, the dresses-to-shirts seller run by ex-Marks and Spencer clothing director Jo Jenkins, has plunged into the red after its wares fell out of fashion.

The chain, which has 130 stores at home and abroad, made an £8 million loss on sales of £144 million for the year to April 28.

Revenues fell 6.2%, dragged down primarily by its summer 2017 range, which was a flop.

“It did not resonate with customers and it did impact the performance for the year,” the retailer said.

However, online sales fared better, up £1.5 million or 3.5% to £43.8 million from last year.

Under Jenkins, who joined the company in April, White Stuff is revamping its website and creating new products.