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The White Company upsizes at Bluewater
New statement store will combine the brand’s complete range including The Little White Company’s childrenswear. 

By Laura Turner

14 February 2017

The White Company is set to upsize at Bluewater, almost doubling in size to create a 5,881 sq ft statement store on the retail and leisure destination’s lower Guildhall.  The new store is due to open in time for spring 2017.
 
Adjacent to Hobbs, Russell & Bromley, and the recently opened Michael Kors, the new statement store has been designed by an in-house team and evolves The White Company’s classic look with an emphasis on creating a calm and inviting retail experience.  It will combine the brand’s complete range of exclusive lifestyle products, from women’s fashion and accessories, to homewares, beauty products and The Little White Company’s childrenswear.
 
“We have sustained demand from leading retailers to create statement stores at Bluewater that offer our guests the very best expression of their brand,” says Russell Loveland, portfolio director at Land Securities, co-owner and asset manager of Bluewater. “The upsized flagship from The White Company is the latest example of this.  The new store will embody everything the brand stands for and will be a significant addition to Bluewater’s own unique day-out experience.”
 
Sarah King, director of property at The White Company adds, “Bluewater has long been a top-performing location for The White Company.  Land Securities has worked closely with us to create a bespoke space that allows us to give Bluewater’s guests a true encapsulation of The White Company brand as a whole.”
 
The announcement follows a strong Christmas performance for Bluewater, with average retail spend per visit reaching £191.  This is the highest level recorded by any retail and leisure destination in the UK in CACI’s Shopper Dimensions benchmarks.


 
 
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