The chief executive of White Stuff invites Director to the company's quirky headquarters in south London
When I joined fashion retailer White Stuff in 2004 it was tiny compared to businesses I'd worked at before. There were 14 shops, about 150 people working for the firm and the turnover was £14m – only as big as one of the smallest departments at my previous company [Miss Selfridge], so it was a real culture shock.
The vision was to grow the brand, but with absolute integrity – it was never just about making lots of money. It was about making a brand to be proud of. Seven and a half years later we have 78 shops, 1,600 people working for the business and a turnover of £120m.
We're located in south London, near Oval, and we've been here for about three years. We have 200 staff based at the head office and the aim was to get us all on one floor while still having space for growth. However, the most vital thing was to find somewhere with an outside area. Being creative, we wanted a place with lots of light and space where we could bring dogs, children, cats, hamsters – whatever the staff wanted to make themselves feel happy and productive.
I think I was the first to bring my dogs to work but it was our then catalogue manager who sparked the idea. She did a survey of the firm to see what people thought and 75 per cent said it was OK, so it was duly agreed.
I began bringing my two rescue spaniels, Buddy (pictured) and Holly to work, but poor Holly died last January. Then I rescued Sassy. It's important to create a relaxed working environment and having the dogs really helps. I want the staff to feel warm and comfortable – to leave one home and come into another. Then it doesn't matter if trade is bad or you're having a rubbish day.
It's been tough for us this year but it's not just about the figures, it's about what you bring to the world. And for us that's the White Stuff Foundation, which helps disadvantaged children. We give at least one per cent of our profit to the charity and we have given over £1m to the foundation over the last three years.
Our unique workplace really does help
us to stay focused on our vision, which is to be different, make a difference and make
the world a little happier.
