Endless Aisle Live: Here's how White Stuff transformed its business in a post-Covid pandemic world

Speaking last week at Endless Aisle Live in London, British lifestyle and clothing retailer White Stuff shared how it has transformed its business since the Covid-19 pandemic.

“Like a lot of brands, we faced an existential threat coming out of the pandemic,” said Steve Borg, Technology and Transformation Director at White Stuff. “Customer were in a different place and it wasn’t good enough just to create great products any more.”

Treating the situation as a real threat, White Stuff quickly got to work, moving its stores from legacy systems using spreadsheets and working with product information management and product data intelligence software provider Akeneo and e-commerce platform BigCommerce. “We knew we had to change - we need a culture that could move away from legacy,” Borg added.

White Stuff focused on areas where it would have the most immediate impact. “It was very much a focus on changing customer touch points,” James Bracelet, Enterprise Architect at White Stuff, explained. “That gained pace very quickly.”

The retailer equipped its in store teams with mobile devices able to take payments and place orders for in-store deliveries. At first these were used alongside the traditional tills in-store but they have now replaced them. 

Borg said some team members had been sceptical of the change, due to the average demographic of its customers, but after making the switch they found most customers reported that mobile payments were easier. He also noted the switch has come with the added benefit of making it easier for customers to identify its staff on the shop floor, thanks to their mobile devices carried visibly on lanyards. 

Brazeley said the transformation has said the new approach has changed the way many team members view White Stuff. “There’s a change of narrative once you’ve been through a transformation,” he explained, adding that more store staff members were looking for ways they could change systems to improve the experience for customers. 

He also noted that the link between White Stuff’s physical stores and its online business was also clear to teams. “Ultimately, they aren’t two channels competing between each other - they support the same customers.”

Looking ahead, Borg said White Stuff is “doubling down” on its transformation, looking next toward the launch of a new loyalty scheme. “Loyalty is really tough in fashion,” he explained. “But it will be transformational to be able to look up each customer.” He explained the new system will support returns and purchases, but also aims to “surprise and delight” its loyal customers with rewards.

Another issue the retailer will be focusing on is returns. While fashion retailers often struggle with a high return rate, White Stuff currently reports an average of just 25% returns for its online sales, but Borg says this is still something it wants to improve. He added that its physical stores will be at the heart of its returns strategy going forward. 

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.