White Company prepares for US store launch in June after e-store success

Upscale UK lifestyle brand The White Company will open its first physical store in the US in June with the  opening of an international flagship at 155 Fifth Avenue, in the Flat Iron area of New York City.


The White Company has 50 stores in the UK and will debut in the US this June


The store, covering 3,000 sq ft, and will carry a “curated” selection of its extensive lifestyle, homeware and clothing offer.

The company has already spent three years building up a US client base following the 2014 launch of its dedicated American website. And it said this week that the US site’s success made a significant contribution to last year’s £17.3m operating profit.

the White Company was advised on its US entry by Abrams Global, The Kent Co, The Lansco Corporation and Time Retail Partners. And Abrams and Kent are continuing to work with it as it looks at further mall locations in the ‘Tri-State' area (New York, New Jersey and Connecticut).

The fast-expanding firm is a major name in the UK with over 50 stores there. It has a global turnover of £184.3m and sells clothing like cashmere sweaters and loungewear, plus beauty products including skincare fragrance and bodycare, and home accessories.

Founded by Chrissie Rucker 23 years ago, much of the company’s output comes, as the name implies, in white.



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