The White Company (U.K.) Limited,[1] trading as The White Company, is a retailer of bedroom, home, clothing, and fragrance goods, whose 32,000-square-foot (3,000-square-metre) head office is located at Television Centre, London.

Started up with a small government grant and £6,000 inheritance, it originally had a 500 people mailing list.

Chrissie Rucker managed to gather some editorial coverage – including the Financial Times[9] – and press releases which led to it making £80,000 in the first year, just breaking even.

Originally encompassing products including sheets, covers and pillows, it later expanded into home décor, dinnerware, fragrances, candles, furniture and clothing.

[11] In 2017, the company's products were chosen to outfit the business and first class of British Airways' planes.