Welcome to
The White Company

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


We're delighted to meet you.


Chrissie Rucker, MBE

Our Story

It all began over 21 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 specialised in supplying stylish, white, designer-quality items for the home that were affordable. A company that made its customers feel welcomed 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 children's wear.

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.

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The White Company wouldn't be what it is today without all the amazing people we have in our business - it is the team that makes the dream reality.

Chrissie Rucker, Founder


Our Journey


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.



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



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


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.



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


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.



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.



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

Deloitte Touche Indy 100 winner


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

LWC Store


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



The number of employees tops 500.


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



TWC opens
its 20th store.



Over a million customers; Chrissie wins Everywoman Ambassador Award.



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.


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


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.



TWC is 20 years old. The White Company launches US website. TWC moves into a much larger new UK warehouse. We now have 50 stores in the UK.