The White Company store opens in St Davids Lower Grand Mall TODAY 5th Sept in Cardiff at 11 am. | Mother Distracted

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Thursday, 5 September 2013

The White Company store opens in St Davids Lower Grand Mall TODAY 5th Sept in Cardiff at 11 am.

I was lucky enough to attend the invitation only preview evening of The White Company's first store in Wales last night, situated in St Davids, Lower Ground Mall in Cardiff.

Founded in 1993 by Chrissie Rucker at the ripe old age of 24 with just a 12 page brochure, the company has now grown to be one of the UK's fastest growing multi-channel retailers. Rucker wanted to find 'gorgeous, high quality' white items and was frustrated that the only ones she could find and afford were cheap designs of poor quality. So The White Company was born to supply affordable stylish, white, designer quality items for the home with an excellent shopping experience to boot.

The product range concentrates primarily on essentials for the linen cupboard such as duvet covers, pillows, fitted sheets and luxury towels. They use only high quality cotton and yarn and pride themselves on impeccable finishing. There are also some signature colour pieces which are introduced on a seasonal basis.

Bedspreads, blankets and throws are available, as is a range of practical and stylish accessories for both laundry and dining. The softest bathrobes nestle close to furry slippers and a range of elegant daywear and gorgeously soft scarves.

There is also "The Little White Company" - a range of children's and baby wear with bedding toys and gifts and the company's bathtime treats, room scents and candles.

I found the store beautifully laid out and lit. The staff were chic and welcoming. For a neat freak (well, aiming to be), like me, the rows of artfully displayed clothes and bedding were an excellent example of how my own closets could look  (in the fullness of time ......). Items ordered in store can be delivered free to your home and the store offers a packing service for a small extra fee - useful to avoid Christmas wrapping if you're as useless at it as I am.

I think the Store's opening is timely and it offers a refreshing alternative to John Lewis (probably its nearest competitor in Cardiff for homeware) and IKEA. The simplicity and cleanliness of the designs provide a great starting point for interior decoration for those of us baffled by colour and texture.

The store opens TODAY, 5th September at 11 am.

Definitely worth a look - and yes, I invested in a selection of their lovely bedding.  It was 'all white' by me!
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