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The White Company to Open New York Store

The company's first U.S. location will house its skin-care line, among other lifestyle products.

The White Co. is bringing its new skin-care line to New York shelves.

The lifestyle business is opening its first U.S. retail location in a 3,000-square-foot space in New York’s Flatiron neighborhood at 155 Fifth Avenue on June 15. Beauty will be part of the store’s assortment, which also includes bath and body products, linens, home accessories, candles, tableware and clothing.

The New York store is part of the The White Co.’s U.S. expansion strategy, something that could conceivably double the size of the business, according to founder Chrissie Rucker, a former beauty editor. The White Co.’s U.S. retail location comes about two years after the business launched online operations in the country (the segment turned a 17.2 million pound, or about $21.4 million, operating profit at the fiscal year-end exchange rate).

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“I hope we’ll grow the business in the U.S. fairly swiftly,” Rucker said. “We hope it will become at least the same size as the U.K. business, but obviously it’s a much larger country with a much larger audience.” The White Co. has about $229 million in revenues and 50 stores in the U.K. A second U.S. store is scheduled to open in Short Hills, N.J., in November.

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The store will also give U.S. shoppers a chance to experience the company’s six-month-old skin-care line, which makes up only a small portion of stockkeeping units, in person. Rucker partnered with Deciem and Brandon Truaxe to craft the line, she said. (Deciem owns and develops several beauty brands, including Niod, Hylamide and The Chemistry.)

“We’re very focused on trying to achieve a great night’s sleep for our customers, or taking time out to have some time off at the end of a hectic day to have a long bath,” Rucker said. “We’ve sold lots of bath and body products…in a way, [the skin-care line] was just a natural extension to the bath and spa ranges that we already do.”

“My view was, if we were ever to do beauty, I would only do it if we could be more than 200 percent convincing…I was only prepared to do it if I believed we could have a really high-performing product,” Rucker said.

The result was what Rucker termed “the perfect little capsule collection” — six products: Super Balm Gentle Daily Deep Cleanser, $40; Super Serum Advanced Multi-Depth Concentrate, $65; Advanced Hydration Skin-Perfecting Moisturizer, $48; Eye Revive Daily Brightening Eye Cream, $32; Night Oil Overnight Renewal Treatment, $48, and Hand Elixir Ultra-Hydrating & Protecting Cream, $32.

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