Selling predominantly white bed and bathroom linen, fashion and accessories, The White Company was founded in 1994 by Chrissie Rucker, 47, after she struggled to find high-quality, affordable linen and tableware.
The retailer now has more than 50 UK shops, with new stores helping lift profits 35% to £17.3m in 2016. Chief executive Will Kernan, 47, is planning to expand operations in the US.
It all began over 21 years ago when Chrissie, unable to find well-designed, beautiful quality bed linen, principally in white, established The White Company to make them.
To create a company that specialized in supplying stylish, white, designer-quality items for the home that were affordable. A company that made its customers feel welcome and provided an unparalleled shopping experience across every channel.
What started as a range of essentials for the linen cupboard – duvet covers, pillows, fitted sheets and luxury towels in timeless white – has become a full range of lifestyle products – from home accessories to clothing and childrenswear.
The changes in Chrissie’s life also became pivotal moments in the development of the business. The arrival of her first child prompted the creation of The Little White Company, a range of children’s and baby’s clothing, bedding and toys. When she couldn’t find stylish, timeless clothes that took her from work to weekend and back again in beautiful fabrics and flattering cuts, she decided to make them.
Today, the company that began life as a 12-page mail order brochure has become one of the UK’s fastest growing multi-channel retailers. We love impeccably stylish products, principally in white – not traditional, not cutting edge, just beautifully designed, simple, elegant pieces. Timeless, yes, but with individuality and style. And, almost everything we sell is made exclusively for us. – less