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Welcome to
The White Company

We may be new to you but we’ve been making impeccably stylish, beautifully designed products, principally in white for over 20 years. Think style not fashion, quality not quantity and an attention to detail that extends through everything we do – from the hand-stitching on a luxurious high thread-count pillowcase to our second-to-none customer service. Because we believe it’s the little things that matter. Precious moments of uncomplicated happiness are our constant inspiration and it is with those in mind that we design and create edited collections made to last and become an intimate part of our lives; collections that make the most of life’s simple pleasures. I cannot emphasize enough how much love, care and attention to detail goes into every item we make at The White Company.

We're delighted to meet you.


Chrissie Rucker, MBE


Our story

It all began over 20 years ago when Chrissie, unable to find well-designed, beautiful quality bed linen, principally in white, established The White Company to make them.

Our mission

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.

The result

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.

Chrissie with family

...whoever we are, whatever our style, wherever we
are from - there's a place in everyone's life for white...

The White Company

Our collections

Finest materials

We use the very best fabrics, made from the highest-quality raw materials. We search for the softest cashmere, the finest silk, cool linen and crisp cotton and travel the world. To ensure we are using the best expertise and production.

Made to last

We don't want our products to be saved for best. They may be luxuriously high quality, but they’re designed to be loved and used every day. We ensure everything we make is easy to look after and made to last.

Affordable luxury

Our products are created to bring everyday luxury to our customers. We believe in offering designer-quality products without the designer price tag – that means at affordable prices that represent exceptional value for money. More than anything else, we promise that the investment our customers make in us will always be worth it.

Attention to detail

We are obsessive about detail. From the supremely stylish to the incredibly practical, every item in our collection offers something special in terms of look and feel.

Shop The White Company >

Our Journey

    • 1994

      Having tried and failed to find well-designed, good quality white bed linen at a reasonable price, Chrissie invests her £6000 savings and launches The White Company (TWC) with a 12-page brochure from her boyfriend’s spare room.

    • 1995

      Chrissie wins the She/Midland Bank Small Business Award with a much-needed £5000 cash injection.

    • 1996

      TWC gets its first office. Chrissie becomes the youngest ever finalist for the Veuve Clicquot Business Woman Of The Year Awards. TWC is listed in The Sunday Times Fast Track 100 league table.

      The Sunday Times
    • 1997

      Chrissie launches The Little White Company (LWC) after discovering she has just as much trouble finding good quality, affordable white baby clothes and nursery equipment.

    • 1999

      TWC is named 28th fastest growing company in the UK and is again listed in The Sunday Times Fast Track 100 league table.

      The Sunday Times
    • 2000

      First ever TWC website is launched. The staff doubles in size, moves to a bigger premises and the company wins ECMOD (European Catalogue & Mail Order Days) Best Catalogue Award.

    • 2001

      Chrissie hires her first Managing Director and TWC opens its first store in Symons Street, Sloane Square. The company wins ECMOD Best Customer Service Award.

    • 2002

      TWC goes into the fragrance business and is a Deloitte Touche Indy 100 winner.

      Deloitte Touche Indy 100 winner
    • 2003

      The company launches a clothing line and opens a standalone LWC store. TWC wins the Deloitte Touche Indy 100.

      LWC Store
    • 2005

      A gift and Christmas line is introduced, an 11th store opens and Chrissie wins Cosmetic Executive Woman Achiever Award.

    • 2006

      The number of employees tops 500.

    • 2007

      What started out as a 12-page brochure has now grown to 130 pages.

    • 2008

      TWC opens
      its 20th store.

    • 2009

      Over a million customers; Chrissie wins Everywoman Ambassador Award.

    • 2010

      Chrissie is awarded an MBE for services to retail from HM The Queen. She wins Spears Entrepreneur Of The Year. TWC is listed in The Sunday Times Fast Track 100 league table and wins Profit Track 100 Best Brand Award. Our turnover tops £100 million and the first store, Symons Street, becomes a lifestyle flagship store.

    • 2011

      Staff reaches 1000 and head office moves to Kensington (below). Symons Street Store wins Chelsea in Bloom’s Cadogan Award for Creative Recognition. A second lifestyle store opens in Edinburgh, while franchises open in Dubai and we reach 41 stores in total.

      Head office
    • 2013

      TWC is 20 years old. Blanc wins Best Fragrance in a Personal Care Product at The British Society of Perfumers Awards and European Best Retail Customer Service Team award, with ICMI European Call Centre & Customer Service Awards. TWC raises £1/4million for Great Ormond Street Hospital, London.

    • 2014

      The White Company launches US website. TWC moves into a much larger new UK warehouse. We now have 50 stores in the UK.