One of the UK’s fastest growing multi-channel retailers, The White Company has 50 stores across the UK and turnover of about $260 million. The firm got its start 22 years ago with a range of white essentials for the linen cupboard (that’s a closet for you Americans), but has since expanded into additional areas like home fragrance.
The firm’s first US store opened this summer on Fifth Avenue in New York City. Its newest door is inside the Mall at Short Hills, an upscale retail center in a tony suburb just outside New York City. The location was well known by founder Chrissie Rucker MBE, who told Happi she often visited the upscale mall when she came stateside.
“For years, we’ve been coming to New York and long admired how fabulous the American market is at retailing,” Rucker told editors and guests gathered inside the store for special preview toast the night before official opening on Nov. 9.
The 2,330-sq.-ft. store has a curated selection of the company’s products including candles, home goods and clothing for baby and adults. The White Company’s range of home scent products, which includes candles, sprays and diffusers, welcome guests right at the entrance. With holiday right around the corner, the brand’s seasonal scents are front and center. Offerings include Winter (a bestseller in the UK), which has notes for cinnamon, clove and fresh orange; White Christmas, a blend of sweet almond blossom, frankincense, neroli and honeysuckle; Fir Tree, which combines woody notes of pine, eucalyptus, cedar and moss; and Highland Escape, which teams spiced saffron, earthy vetiver and musky patchouli with amber whisky.
The White Company, which has been selling online in the US since 2014, also touts bath and body products and skin care items such as a special hand elixir, a super serum, an eye treatment and a deep cleanser.
For Rucker, what sets The White Company apart is the careful, thoughtful design that goes into executing each product, whether it is a candle, crisp linen sheet set or a cute onesie for baby.
"Detail makes or breaks a product,” she said. “We have the most passionate product development team in the market.”