Source: Forbes
Summary
Cult favorite British lifestyle brand, The White Company, has opened its East Coast flagship store in New York City. The brand, known for its luxurious home and lifestyle products, has been expanding its U.S. presence, with the new store marking its fifth location in the country. The White Company has been popular in the UK for over 25 years and has gained a loyal following worldwide.
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The trend returns with a new name.
The White Company’s East Coast flagship store opening in New York City feels like a rehashing of the “British Invasion” of the early 2000s, when UK brands like Burberry and Alexander McQueen gained popularity in the US. The brand’s luxurious home and lifestyle products will likely appeal to the same affluent demographic that drove the success of fellow British brand, Jo Malone London. The White Company’s expansion into the US market is a reminder that the allure of British style and sophistication remains strong. The brand’s 25-year history and loyal following worldwide make it a stalwart in the lifestyle industry. The White Company’s US expansion is a classic case of “familiarity breeds success”.
Author: Evan Null
