Chrissie rucker biography definition

By Ashley Coates. Published: 16/11/2013

“From the moment the idea happened I believed so passionately that it could work”.

During a refurbishment of her boyfriend’s home Chrissie found it was impossible to find white home-wares in national retailers that were both affordable and good quality.

After extensive market research she found that white bed linen, table covers, towels and china, were generally either poor quality and cheap or luxury items that were too expensive for the majority of consumers.

Chrissie launched The White Company as a mail order business in 1993 with the aim of providing excellent quality white products at an affordable price.

She left her job as a beauty journalist on Harpers & Queen and started to build the business from scratch.

20 years later, the company has evolved enormously, opening up its own retail stores and expanding its product range to include women’s clothing and nightwear as well as a wide range of gifts, home accessor