Among Britain’s most successful new business ventures, The White Company is one of those brands that seems to be touting a lifestyle dream rather than selling anything especially distinctive. There’s something breathtakingly smug about the kind of people who shop at The White Company, but that’s nothing compared to the satisfaction the owners must be feeling: the mark-up on the plain white goods sold here – everything from tea towels to bedside tables – must be immense. To give them their dues, however, the quality is tiptop. Particularly noteworthy is the Egyptian cotton bed linen and there’s great fun to be had requesting a pair of their finest ‘scented balls’.
The White Company