Kids Posh Togs

The White Company was founded in 1994 by Chrissie Rucker, who identified a gap in the market for affordable stylish home accessories in white. She was in the process of buying new towels and bed linen for her own home and was unable to find what she was looking for, so set up the company providing the kind of products that she herself wanted.

In time, new products were added to the range and now include furniture, clothing and a special children’s section called ‘The Little White Company’, which as a lovely range of clothing, bedding, furniture and toys and games.

Initially the company was set up as mail order only, to satisfy a potentially national market without the expensive overheads of having retail premises. However, as well as mail order, the company now boasts a very successful web site, plus 21 UK shops (the first opening in London in 2001), with 3 concessions and 2 franchises in Dubai.