The White Company unveils founders for female entrepreneurship initiative

The White Company has revealed the five female entrepreneurs selected for its new Founders For The Future initiative, a collaboration with Small Business Britain that will culminate in an exclusive product collection supporting The King's Trust's Change A Girl's Life Campaign.

Launching ahead of International Women's Day 2027, the programme will see the founders work alongside The White Company founder Chrissie Rucker and the retailer's team through a creative collaboration and mentoring scheme. The resulting collection will be unveiled in early 2027 and sold in selected The White Company stores, with proceeds helping to raise funds for The King's Trust's Change A Girl's Life Campaign.

The five founders selected are Clare Towers of botanical fragrance brand The Foxglove Tree, Hannah Buchanan of The Wirksworth Pottery Company, Kira Goode of stationery business The Journal Club, Georgie Roberts of jewellery brand Wanderlust Life and glassware designer Emma Britton.

The initiative aims to champion female entrepreneurship while supporting young women facing adversity through The King's Trust. It also reflects two causes that have long been associated with Rucker, who founded the Change A Girl's Life Campaign in 2019 as its founding patron.

Chrissie Rucker OBE, founder of The White Company and founding patron of The King's Trust's Change A Girl's Life Campaign, said: “I've always believed in celebrating creativity, craftsmanship and entrepreneurship, and I'm delighted to introduce these five talented founders. Over the coming months we'll work together, sharing ideas and experience as we create something special, and we look forward to unveiling the collection next spring.”

Sophie Morrell, Director of Corporate Partnerships at The King's Trust, added: “The funds raised will make a real difference to the lives of young women who access our programmes, helping them to develop the confidence and skills they need to build a better future for themselves through employment and entrepreneurship.”

Michelle Ovens CBE, Founder and CEO of Small Business Britain, said the initiative would help address barriers facing female entrepreneurs, adding that supporting women to succeed in business unlocks significant economic potential.

Founded more than 30 years ago by Chrissie Rucker, The White Company operates more than 70 UK stores and has expanded internationally into Ireland, the US and the UAE.