ClientThe White Company
The idea for the company began in August 1993, when its founder, Chrissie Rucker, identified a gap in the market for beautiful but affordable home accessories in white. Chrissie, her boyfriend (now husband) Nick Wheeler (who runs leading mail-order company Charles Tyrwhitt Shirts) and his sister Susie were all in the process of re-stocking new homes, but could not find a comprehensive collection of white bed linen, towels, napkins etc. The market at that time was polarised between low quality ‘cheap’ designs and the unaffordable ‘designer’ end of the market.
The idea was born, and at Nick’s suggestion, Chrissie decided to supply her products via mail order, to address a national market without the overheads of a retail premises. The ideas of white products and mail order were combined, and all that remained was to make it happen!
Although some signature colour pieces are introduced into the range to add seasonality, the core product range remains in timeless and impeccably stylish white. Products are designed to reflect this enduring elegance and to sit equally well in a contemporary loft apartment or a traditional country cottage. Almost all of The White Company’s products are made exclusively, and over the years the product collection has broadened enormously from just a few key pieces to a complete lifestyle selection.