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For the Love of White
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Chrissie Rucker OBE, started The White Company in 1994, when, unable to find welldesigned, beautiful-quality white bed linens, that were also affordable, she decided to invest her GBP6,000 savings to produce them.
The first The White Company collection offered a small range of essentials for the home that included everything from high-quality bed linen, bedspreads, pillows and duvets to luxury towels, bathrobes, china and table linen - all in simple, classic white.
Today, what began life as a small 12-page mail-order brochure has become one of the UK's fastest-growing multi-channel retailers and a trusted British lifestyle brand. The range has grown enormously and now also offers home accessories, fragrance, furniture, clothing, nightwear and children's wear. Throughout, The White Company has adhered to its core values, championed by Chrissie: a passion for white, great design and fantastic quality that is still affordable. 'We are obsessive about the details, and believe that beautiful things should be loved and used every day, ' says Chrissie.
When Chrissie started The White Company, she did every job herself: answering the phone, packing boxes, running the warehouse, buying the product, allocating the stock, producing the brochure, marketing and even the accounts and HR work. The result? There isn't an area of the business Chrissie hasn't been involved in or understood what
challenges it can bring.

Today, Chrissie's vision and passion for The White Company remains at the heart of the business, and she is committed to its growth in both the UK and internationally. There are now 65 stores, and June 2017 saw The White Company open its first international flagship store at 155 Fifth Avenue in New York's Flatiron district followed by a second store at the luxury The Mall at Shorthills, New Jersey in November.

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