Saturday, July 8, 2017


Back in 1994 from her home in London Chrissie Rucker published a 12-page mail order brochure featuring a curated selection of stylish white houseware items.
From that brochure grew a business that today stretches the breadth of the British Isles with fifty-two glorious stores all pristinely white.
It's now time for Anglophiles in America to take note; the British have arrived. The White Company has finally flown across the pond and feathered its first American nest on lower Fifth Avenue on an island known as Manhattan.
It's my favorite new store and would be an all-time favorite if they had included men's clothes in their mix of product offerings.
But they were able to keep me tied into their concept by allowing half the store to be devoted to the home.
Lush linens made from Egyptian cottons blanket the walls and swallow up beds
With a note on the wall singing a lullaby of a good night's sleep
White towels made of the softest terry are meticulously folded and stacked in a spa-like setting
All this is mixed in with walls of fragrant candles with the simplest of descriptions: Lime & Bay, Vervene and Flowers
The parade of fragrances continues with more candles under cloches keeping there scents contained until you lift the crystal balls with the signs saying, "Try me".
It's all white approach to retailing with just the slightest touch of blue gives the feel of sandy beaches and outdoor dining
Like any good retailer attention is paid to every detail. Branding being so important a special package was developed for their signature candles featuring a line drawing of their Fifth Avenue exterior.
Clothing clearly is their forte and with summer in full swing the emphasis is on linen and stripes with a touch of denim added in.
Simplicity is key to their line of British designed fashion that doesn't seem pretentious at all even when they describe it as perfect.
Children and babies are catered to with the same beauty of design. What New York parent wouldn't want to dress their newborn or toddler in one of these animal friendly lightweight sweaters?
Architecturally the store is laid out with a central hall and wings spreading out from the sides
Arches with multi-paned window panels and doors divide the space while softening the look and feel at the same time
The White Company is a jewel box gift from England all us New York Anglophile shoppers are will be cherishing for a long time to come.

Lucinda Hollingsworth, London, 1959
Georges Dambier, photographer
Represented by Michael Hoppen Gallery, London

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