The White Company opens upsized Bluewater store

Premium British fashion and lifestyle brand The White Company has opened the doors of its newly extended store at Kent shopping destination Bluewater.

At 5,881 sq ft the new store is double the size of its previous store in the Land Securities co-owned mall and is situated in the lower Guildhall where near neighbours include Hobbs, Russell & Bromley and the recently opened Michael Kors store.

Designed by an in-house team the store evolves The White Company's classic look and aims to create a "calm and inviting" retail experiences. It houses the complete range of the brand's products including women’s fashion and accessories, homewares, beauty products and The Little White Company’s childrenswear.

The White Company property director Sarah King said: "We are delighted to open the doors of our new statement store at Bluewater, a site that has been a longstanding top-performing location for us. The new fit-out embodies our brand perfectly and will enable customers to discover an expanded product range and enjoy an inviting and seamless White Company experience."

Global giant Gap recently opened a new concept store at the Greenhithe-based mall and this summer it will welcome etailer Missguided when it opens its first bricks and mortar store outside of London.

Land Securities portfolio director Russell Loveland said the expanded White Company store highlighted "Bluewater’s success for the brand as a location". "Together with other exciting retailers joining the scheme, including Missguided which opens in the summer, Bluewater continues to offer an industry leading retail line-up," he said.

The White Company recently appointed longstanding Topshop managing director Mary Homer as CEO. She replaces Will Kernan who left to join cycle company Wiggle.