The White Company is almost doubling the size of its flagship unit at Bluewater Shopping Centre in Kent.

The White Company upsizes at its Bluewater flagship store

The White Company is almost doubling the size of its flagship unit at Bluewater Shopping Centre in Kent.

The aim of the upscale is to create a ‘statement store’ of 5,881sq ft, on Bluewater’s lower Guildhall.

Due to launch in the spring, the expanded premises will combine the brand’s complete range of lifestyle products, from homeware and women’s fashion and accessories, to beauty products and childrenswear.

Adjacent to Hobbs, Russell & Bromley and the recently opened Michael Kors, the store has been designed by an in-house team and evolves The White Company’s classic look, with the emphasis on creating a calm and inviting retail experience.

Russell Loveland, portfolio director of commercial real estate company Land Securities, which co-owns Bluewater, said: “We have sustained demand from leading retailers to create ‘statement stores’ that offer Bluewater guests the very best expression of their brand. The upsized flagship from The White Company is the latest example of this.

“The new store will embody everything the brand stands for, and will be a significant addition to Bluewater’s own unique day-out experience.”

Sarah King, director of property at The White Company, added: “Bluewater has long been a top-performing location for The White Company.

“Land Securities has worked closely with us to create a bespoke space that allows us to give Bluewater’s guests a true encapsulation of The White Company brand as a whole.”

The announcement follows a very strong Christmas performance for Bluewater, with average retail spend per visit reaching £191, according to research findings from CACI. This is the highest level recorded by any retail and leisure destination in the UK in CACI’s Shopper Dimensions benchmarks

CBRE and Time Retail Partners acted for Bluewater. Space RPC represented The White Company.

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