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Commercial background

Chrissie Rucker started The White Company in 1994, when, unable to find well-designed, beautiful-quality white bed linens, that were also affordable, she decided to invest her £6,000 savings to produce them.

The first The White Company collection offered a small range of essentials for the home that included everything from high-quality bed linen, bedspreads, pillows and duvets to luxury towels, bathrobes, china and table linen – all in simple, classic white.

Over the past 20 years, the changes in Chrissie's life have always been pivotal moments in the development of the business. The arrival of her first child prompted the creation of The Little White Company, a range of children's and baby's clothing, bedding and toys. When Chrissie couldn't find stylish, timeless clothes that took her from work to weekend and back again in beautiful fabrics and flattering cuts, she decided to make them.

Today, what began life as a small 12-page mail-order brochure has become one of the UK's fastest-growing multi-channel retailers and a trusted British lifestyle brand. The range has grown enormously and now also offers home accessories, fragrance, furniture, clothing, nightwear and children's wear. Throughout, The White Company has adhered to its core values, championed by Chrissie: a passion for white, great design and fantastic quality that is still affordable. "We are obsessive about the details, and believe that beautiful things should be loved and used every day," says Chrissie.

She was awarded an MBE for her services to retail in 2010. 

Social and philanthropic background

She is a patron for The Prince's Trust and an ambassador for Everywoman. In August 2014, She launched Chrissie's White Heart Foundation, to help vulnerable women and children build a brighter future. The foundation currently supports Kids Company, Refuge and The Prince's Trust. The company also works with Newlife, helping disabled and terminally ill children.

  • Will help with
  • Business development
  • Philanthropic Interests
  • Education


Joel Davis

Joel Davis

Tutors United


The matching was excellent.

It was great to be connected with an experienced individual like Chrissie who could help guide me through my current business hurdles.

Dr Sue Black

Dr Sue Black

Tech Mums


Slowly but surely wins the race

Chrissie really helped me to calm down and focus. To go back to basics and think hard about building a great product, to think about who our ideal customer would be and how to provide them with a really high quality service.

Jessi Baker

Jessi Baker



It was perfect for me!

Amazingly useful and I'm so grateful to Chrissie for her time. I'm really going to focus on the clarity of our brand - she taught me that a clear vision of what your business stands for and means to others can give momentum to the business.


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