The White Company Opens in Cardiff

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.

The White Company store front 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.

The White Company towel and dressing gown display

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.

The White Company children's clothing display

I found the store beautifully laid out and lit. The staff were chic and welcoming. (You know bad customer service is a pet hate of mine!) 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 instore 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!


  1. Claire Evans
    8 September, 2013 / 3:55 pm

    Hi, the same as Laura, sorry I didn't see you there- hopefully next time or we'll meet soon. It is a gorgeous store! 🙂 x

  2. 6 September, 2013 / 8:29 pm

    Oh gosh I love this company! I can't wait to check them out when I'm in Cardiff next. I could do with some lovely towels

  3. 6 September, 2013 / 9:16 pm

    I can't believe you were there and so was I, would of loved to have meet up with you 🙂

Leave a Reply

Your email address will not be published.