The White Company opens store in Dublin
The White Company, an interiors and lifestyle brand which began life as a 12-page mail-order brochure, has opened the doors on its first main street store in Ireland.
The international retailer, which has a turnover in excess of £180m, said the decision to open on Dublin's Grafton Street was based on very encouraging online sales in the Republic.
But a spokesman said it had no plans at the moment to open in Belfast though it does operate a concession in the city's House of Fraser.
The new Irish store will house the full lifestyle offer across women's lounge and sleepwear, products for the home and dining, bed and bath, fragrances, skincare as well as 'The Little White Company' clothing for children and nursery essentials.
Chrissie Rucker started The White Company in 1994, when she was unable to find well-designed, quality bed linen in her favourite colour, so decided to invest her £6,000 savings into producing everything in one colour - white.
Last year The White Company opened its first international flagship in New York, followed by a second store in New Jersey.
It has chosen Dublin's Grafton Street for their first European flagship outside the UK, where it currently has 57 stores.
The White Company currently has a discount store at the Kildare Village Outlet Mall.
Chrissie, who left school at 16, has a passion for all things white and says "we are obsessive about the details".