The lifestyle brand has almost doubled in presence to create a 5,881sq ft statement store in Unit L103 on the Lower Guildhall.
It showcases all of The White Company’s products, from women’s fashion and accessories to homeware, beauty products and The Little White Company’s childrenswear. The retailer’s dedicated The Little White Company store and its former location at Bluewater have now closed.
Adjacent to Hobbs, Russell & Bromley and the recently opened Michael Kors, the store has been designed by an in-house team with the emphasis on creating a calm and inviting retail experience.
Sarah King, director of property at The White Company, said: “We’re delighted to open the doors of our new statement store at Bluewater: a site that has been a longstanding top-performing location for us.
“The new fit-out embodies our brand perfectly and will enable customers to discover an expanded product range and enjoy an inviting and seamless White Company experience.”
Russell Loveland, portfolio director at Land Securities, co-owner and asset manager of Bluewater, added: “This newly opened White Company store is a great addition to Bluewater.
“The upsizing of the site to a statement store highlights Bluewater’s success for the brand as a location, enabling them to offer the best possible expression of their brand and a more comprehensive product range.”
Meanwhile, The White Company is planning to go Stateside with the opening of a store in New York. The retailer recently advertised the post of commercial store manager for the Fifth Avenue branch.