The White Company set to land at Liverpool ONE

The White Company will launch its north-west flagship store on Liverpool ONE’s Peter’s Lane this autumn.

Liverpool ONE is a 250,000sq m Grosvenor development in central Liverpool managed by Grosvenor Europe. It comprises over 200 shops, more than 500 apartments, two hotels, 25 restaurants, a 14-screen Odeon cinema, four office buildings, a five-acre public park and 2,000 car parking spaces. 

The retailer joins brands including Michael Kors, Hugo Boss, Reiss and Harvey Nichols on Peter’s Lane, which is billed as Liverpool ONE’s designer fashion hub.

The new 5,212sq ft store will feature the brand’s full range of exclusive lifestyle products, from home accessories to clothing and childrenswear.

The White Company ran a Christmas Pop-Up (pictured) at Liverpool ONE last year, offering fragrances, accessories, decorations and gifts for the festive season.

Commenting on the White Company announcement, Miles Dunnett, funds director at Grosvenor Europe, said: “The White Company’s popularity at Liverpool ONE was proven with its Christmas pop-up, so we’re delighted to welcome them back for what will be the brand’s new regional flagship.  It’s a great complement to our existing line-up on Peter’s Lane and indicative of the consistent demand for space from leading aspirational brands.”

Will Kernan, ceo of The White Company, added: “Our new store in Liverpool ONE was the obvious next step for The White Company, following our hugely successful pop-up last year.  We experienced very strong demand for our brand and products, and have worked closely with Grosvenor to create the ideal store for our new flagship in the north-west.” The 50-strong chain said the new branch features ‘a traditional and timeless look and feel, with the emphasis on products in a calm and inviting environment’.

The White Company began 21 years ago as a mail order offer and is now one of the UK’s fastest growing multi-channel retailers. 

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