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White Stuff to open Bluewater Statement Store

Press release

Land Securities has today announced that White Stuff, the lifestyle and fashion retailer, is to open a statement store at Bluewater, Europe’s leading retail and leisure destination. The brand has taken a 7,000 sq ft shop on the upper Guildhall, Bluewater’s premium mall, adjacent to Apple, The White Company and Urban Outfitters.  The store will open late this autumn.

Founded in 1985, White Stuff sells womenswear, menswear, accessories and homeware.  The brand is known for its distinctive prints, all designed and created in-house.  The Bluewater shop will stock the full White Stuff range of products and has been creatively designed to embody the character of the brand. With an emphasis on the experience provided for customers, White Stuff is one of a select number of statement shops at Bluewater, joining brands such as adidas Homecourt, Victoria’s Secret and TopShop in delivering a bespoke offer.

Commenting on the addition of White Stuff to Bluewater, Russell Loveland, Portfolio Director at Land Securities, said: “White Stuff is another great addition to Bluewater’s aspirational fashion and lifestyle offer.  The brand already has a strong following via its concession in John Lewis, and has been seeking a standalone presence for some time.  Working closely with White Stuff, we have created the ideal statement store position, with great visibility on the upper Guildhall and very strong complementary brands.”

Jeremy Seigal, CEO of White Stuff, added: “We’re excited to be opening our regional flagship shop at Bluewater later this autumn. It offers a great location with some strong brand adjacencies.  We’re delighted to be showcasing our brand to the Bluewater community, giving them the opportunity to experience the unique personality of White Stuff first hand. In addition to bespoke customer experience activity, the shop will house our full collection, and like all our other shops, will support a local charity chosen by our customers. The shop’s launch will be a significant moment for the business.”

This news is the latest in a series of announcements from Land Securities regarding additions to Bluewater’s unique retail and leisure offer.  Steamer Trading Cookshop and Bill’s are both set to open in October, followed by American Eagle in November.

The announcement also coincides with another very strong monthly performance from Bluewater, with sales in August up by 10.5% compared to the same time last year versus the BRC-KPMG figure of 1.3% for the UK as a whole.  Bluewater’s footfall was also up by 4.4% for the month compared to August 2013.

CBRE acted for Bluewater.  White Stuff was represented by Penningtons Manches.


For further information on Bluewater, please contact Nick Thornton  on 07808 940208 or Amy Cassidy on 07786 025417 at Aver, or via or

For White Stuff, please contact Jessica Doherty on 020 7091 8268, or via

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