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The White Company is a British lifestyle retailer selling clothing, homewares, and bedding. Its core aesthetic is neutral, natural, and understated, centred on white, cream, and linen tones. The brand reflects a relaxed, country-inspired ethos associated with simple, comfortable everyday living.
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The White Company was founded in 1990 in the United Kingdom by Justin Gent and was initially established as a mail-order catalogue business. It expanded into a network of retail stores and an online shop, and it is known for its white-based home and fashion ranges. The brand is recognised within British retail as a representative of the neutral, rustic-minimal style that gained prominence in the late twentieth and early twenty-first centuries.
