Founded by Chrissie Rucker in 1994, The White Company is a multichannel lifestyle retailer targeting AB customers.

The online operation is estimated to account more than half of group sales and is supported by a network of around 50 UK stores, with 10 or so concessions and under five stores in Ireland. Its remaining US standalone store was closed in 2021, having been loss making since opening.

In the US, The White Company has a multichannel wholesale agreement with department store group Nordstrom to sell via its website and an initial six stores as well as its own website.

The White Company 024

It continues to invest online, launching a Euro currency website during the 2019 financial year and making improvements to the online journey across the core UK site.

The White Company had a successful FY2021 (52 weeks ending 31 July 2021) with sales up +21% to £273m year on year. The retailer called out home and gifting categories as key sales drivers for the period. Operating profit rose to £31.4m due to less discounting and sales growth on higher margin areas.

Innovation rating: 2





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