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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 happen.


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