Founded in 1994, The White Company specialises
in supplying a wide range of stylish home accessories and
clothing, principally in white.
The company that began life as a 12 page
mail-order brochure and celebrated its 10th year in 2004
has become one of the UK’s fastest growing multi-channel
retailers. With over 450,000 customers, it produces eight
brochures a year, operates a highly successful website and
by end of 2008 will boast 24 fantastic retail stores.
The idea for the company began in August 1993, when its
founder, Christian 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