White Company

The idea for the company began in August 1993, when its founder, Christian Rucker, identified a gap in the market for beautiful but affordable home accessories in white. Chrissie, her boyfriend (now husband) Nick Wheeler and his sister Susie were all in the process of re-stocking new homes, but could not find a comprehensive collection of white bed linen, towels, napkins etc. The market at that time was polarised between low quality 'cheap' designs and the unaffordable 'designer' end of the market.

The idea was born, and at Nick's suggestion, Chrissie decided to supply her products via mail order, to address a national market without the overheads of a retail premises. The ideas of white products and mail order were combined, and The White Company was born.