Sale period starts strong
Homewares specialist The White Company unveiled robust Christmas trading, as sales soared 30 per cent and online sales rocketed 70 per cent in the ten weeks to December 30.

Sales at children's arm The Little White Company rose 46 per cent on the previous year, and this now accounts for 19 per cent of total business. The company also reported a strong start to the Sale period.

Strategic investment continued with the launch of a furniture collection and expanded clothing range in autumn 2006.

The company is confident that the year to March will be one of 'substantial turnover growth' with expectations in excess of£60 million compared with£49.5 million in 2006.

The retailer will continue to focus on investment in core product categories in 2007, with an emphasis on developing The White Company lifestyle. It will also concentrate on its multi-channel offer with further investment in core areas of e-commerce and mail order.

The company said the appointment of Patricia Alford-Burnett as managing director (at the start of July) has strengthened the management team, increasing strategic and commercial focus.

The White Company founder Chrissie Rucker said: 'We have a strong vision for the future as we build towards our goal of£100 million turnover by 2010.'

The White Company managing director Patricia Alford-Burnett said: 'The White Company is both fast growing and innovative and is widely recognised as one of the UK's most distinctive retail brands. We will build on the successes we have had to date and anticipate that 2007 will be a year of continued growth.'