The White Company
The White Company is a British lifestyle retailer founded in 1994 by Chrissie Rucker, selling home goods, clothing and fragrance. Based in London, it trades through its own stores, concessions and online.
| Founded | 1994 |
|---|---|
| Founder | Chrissie Rucker |
| Headquarters | Television Centre, London |
| Children's line | The Little White Company |
| Website | thewhitecompany.com |
What is The White Company?
The White Company is a British lifestyle brand known for bedlinen and homeware in a predominantly white palette, which has expanded into clothing and fragrance. Its children's division trades as The Little White Company.
History
Chrissie Rucker founded the business in 1994 as a mail order company with a 12 page catalogue. She remains chair, and the company is headquartered at Television Centre in London.
Products and positioning
- Bedlinen, towels and home accessories
- Furniture, dinnerware and candles
- Womenswear and sleepwear
- Fragrance and home scents
Distribution
The company is multi channel, trading through its own stores and clearance stores, concessions in department stores such as Harrods and Selfridges, and its website. Outside the United Kingdom it has had stores in Ireland and concessions in Nordstrom in the United States.
Why it matters
The White Company shows how a catalogue business built on a tightly defined aesthetic can grow into a multi category lifestyle brand spanning home, fashion and beauty.
Frequently asked questions
Who founded The White Company?
The White Company was founded in 1994 by Chrissie Rucker, who started it as a mail order business.
What does The White Company sell?
It sells bedlinen and homeware, furniture, womenswear, children's products and fragrance.