Is The White Company worth it?+
For many shoppers, yes, particularly the bedding and home pieces the brand built its name on. The White Company started in 1994 selling sheets, covers, and pillows, and that linen-and-bedroom heritage is still where its quality reputation is strongest. You are paying for a calm, considered white-led aesthetic and well-made staples rather than fast trends.
Is The White Company good quality?+
Its core strengths are bedding and home textiles, which grew out of the original 1994 catalogue of sheets, covers, and pillows. Over time the range expanded into home décor, dinnerware, fragrances, candles, furniture, and clothing, so quality is felt most where the brand has the deepest roots, namely the bedroom and home.
Why is The White Company so popular?+
It turned a single, disciplined idea, beautifully made products in a predominantly white palette, into a multi-channel international business. Founded by Chrissie Rucker in 1994 with a small grant, a £6,000 inheritance, and a 12-page mail-order catalogue, early press coverage including the Financial Times helped it reach £80,000 of sales in its first year, and it has grown from there.
What does The White Company actually sell?+
It is a retailer of bedroom, home, clothing, and fragrance goods. The range began with sheets, covers, and pillows and now spans home décor, dinnerware, fragrances, candles, furniture, and clothing, all unified by the brand's signature white-led look.
What should I buy from The White Company first?+
Bedding is the natural starting point, since the brand was founded on sheets, covers, and pillows and that is its heartland. If you would rather test the waters, the fragrances and candles are an easy, lower-commitment way into the house's calm, white-toned aesthetic before investing in linens or furniture.
Who founded The White Company?+
It was founded by Chrissie Rucker in 1994. She started it as a mail-order business with a small government grant and a £6,000 inheritance, selling through a 12-page catalogue to an initial mailing list of about 500 people.
When and where did The White Company start?+
It began in 1994 in London as a mail-order catalogue business. The company opened its first shop on London's Symons Street, and its head office is now a 32,000-square-foot space at Television Centre in London.
Is there a children's range at The White Company?+
Yes. A children's division called The Little White Company was added after the main brand was established, extending the same white-led, well-made home and clothing philosophy to younger families.
Where can I shop The White Company in person?+
As of May 2022 the brand had around 70 stores, clearance stores, and concessions, including 61 in the UK. UK concessions sit inside retailers such as Harrods and Selfridges, and you will also find it in shopping centres like Westfield London, Bluewater, and Liverpool One. In the US, its concessions are located within Nordstrom.
Does The White Company have a presence in the United States?+
It does, though more modestly than at home. As of May 2022 the brand had six US concessions, all located within Nordstrom stores, alongside its much larger UK footprint and stores in Ireland and Jersey.
Has The White Company done any notable collaborations?+
One standout is aviation: in 2017 the company's products were chosen to outfit the business and first class cabins of British Airways' planes. It is a good illustration of how the brand's home and comfort aesthetic translates beyond the bedroom.
