White Stuff is one of the UK’s most distinctive lifestyle brands, built on creativity, originality and an independent spirit. What began as a small venture selling T-shirts on the ski slopes of Val d’Isère has evolved into a much-loved British brand with a loyal customer following, a unique personality, and a reputation for delivering joyful, high-quality product.

Today, White Stuff is performing exceptionally well. The business is on track to deliver approximately £250m in revenue this year alongside continued profit growth, having enjoyed one of its strongest ever trading periods despite challenging market conditions. Operating across 120 shops and 71 concessions, and a growing eCcommerce business, plus wholesale, White Stuff has built a balanced and resilient multi-channel model while continuing to invest in customer acquisition, product innovation and long-term brand building.

Following its successful integration into the TFG Group, the business is entering an exciting new phase of growth. The ambition is clear: to become the most influential British lifestyle brand and one of the most community-led brands in retail. By FY29, White Stuff aims to achieve significant growth through exceptional product, increased brand awareness, expanded distribution, customer acquisition and selective store expansion.

What makes White Stuff special is its ability to stand apart. Its lofty ambitions will be achieved from becoming even more distinctive, creative and culturally relevant

And that’s where you come in.

Working at White Stuff

White Stuff has always embraced individuality. The culture is characterised by hard work, creativity, collaboration and ambition, with people encouraged to bring their whole selves to work and contribute ideas regardless of job title or tenure.

This is a business where authenticity matters. Colleagues care deeply about the brand and each other, and there is a genuine desire to build something special together. The environment is energetic and entrepreneurial, with a pace that reflects both the opportunities ahead and the ambition of the leadership team.

People who thrive here tend to combine curiosity with resilience. They enjoy solving problems, challenging convention, and working collaboratively to achieve shared goals. The organisation values independent thinking, embraces diversity of perspective and encourages leaders to create environments where people can perform at their best.

As White Stuff continues its growth journey, maintaining this culture while introducing greater scale, capability and consistency will be critical to its success.

This is a rare opportunity to shape the future of one of Britain’s most recognisable lifestyle brands at a pivotal point in its evolution.

White Stuff has a clear ambition to deepen its emotional connection with customers, broaden its appeal to new audiences and build a brand that people actively want to engage with. The goal is not simply to increase awareness and drive sales growth, but to create a stronger sense of community, relevance and cultural influence.

Reporting jointly to Tracey Verghese, CEO, and Julia Munro, TFG’s Chief Brand Officer, you will play a central role in defining how millions of customers experience White Stuff over the coming years.

This is a highly visible leadership role combining strategic thinking, creative leadership and commercial accountability. You will be responsible for shaping the long-term brand vision while ensuring consistent execution across every customer touchpoint. From storytelling and campaign development to content, social media, creative production and customer communications, you will act as the ultimate guardian of the brand.

The role requires equal comfort operating strategically and engaging in the detail. Tracey and Julia are seeking a true partner: someone who can bring fresh thinking, challenge constructively, make decisions with confidence and ultimately take ownership of the brand agenda with increasing autonomy.

You will also work closely with peers across Product, Digital, Transformation and Commercial functions to ensure a seamless customer experience and strong alignment between product, brand and business performance.

With significant investment behind the brand, a talented internal team and strong agency partnerships already in place, there is substantial opportunity to elevate White Stuff’s position in the market and help realise its ambition of becoming one of the UK’s most admired lifestyle brands.

Key Responsibilities:

• Define and execute White Stuff’s long-term brand strategy.
• Act as the ultimate guardian of the brand across all customer touchpoints.
• Lead creative direction, storytelling, content strategy and campaign development.
• Build stronger emotional engagement and deeper community connection with customers.
• Increase brand relevance amongst new customer audiences whilst retaining existing loyalty.
• Oversee social media, PR, content, creative production and customer-facing communications.
• Partner closely with Product, Digital and Commercial teams to drive acquisition and retention.
• Lead, inspire and develop a high-performing team across brand, marketing and creative functions.
• Evaluate and optimise agency partnerships where appropriate.
• Ensure consistency of execution across stores, ecommerce, campaigns and customer experiences.
• Support the wider ambition of becoming the most influential British lifestyle brand.

Success in Role

First 6 Months:

• Build credibility and trusted relationships with Tracey, Julia and the wider leadership team.
• Establish clarity of direction and cohension across the Brand function.
• Assess organisational capability and identify opportunities for improvement.
• Develop a clear view of White Stuff’s future brand opportunity.
• Begin improving consistency across creative output and brand execution.

12 Months:

• Deliver a stronger, more distinctive brand position.
• Increase customer engagement through storytelling, content and community initiatives.
• Improve organisational effectiveness across the brand and creative teams.
• Establish highly effective partnerships across Product, Digital and Commercial functions.
• Build confidence across the wider business in the future direction of the brand.

Longer Term

• Significantly elevate White Stuff’s market position and cultural relevance.
• Broaden customer appeal whilst protecting the essence of what makes the brand special.
• Contribute meaningfully to customer growth and retention objectives.
• Help establish White Stuff as one of the UK’s most influential lifestyle brands.

• The role is based at White Stuff’s London headquarters in Oval.
• White Stuff operates a hybrid working model, with leaders typically spending three days per week in the office.