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The White Company General Store

glasses from the general store

It feels extraordinary that The White Company has been going for 20 years. An idea that was so groundbreaking back then is now an accepted part of how we live; layers of white, different textiles and a simple, yet luxurious, feel.

the white company general store

To celebrate that anniversary, the company has launched The General Store, a collection of its favourite pieces from over the years that are both timeless and classic.

chopping boards on concrete from the general store

The range includes glasses, stoneware, bedding and candles as well as clothing. Well you’ll need to be wearing the perfect white shirt to drink from the most stylish of glasses. It’s billed as an edit of the original company’s best sellers and favourites with the emphasis on the more affordable end of the scale so that new homeowners can find things they want without breaking the bank or always having to go to Swedish.

the general store at the white company

As with everything this company, which now has 50 stores and a US website too, does it’s all highly aspirational and beautifully photographed and despite the fact that I live with a husband, two sons and a (grey) cat, I yearn for a stylish white house every time I look at these images.

accessories from the general store

Having said that, children should be no bar to that. I interviewed Chrissie Rucker some years ago and her house is very white (well layers of neutral) and she has four children, a few dogs and some horses. And she lives in the country so there’s mud too. Mind you mud can come in all sorts of delicious shades of taupe.

 

Kate Watson-Smyth

The author Kate Watson-Smyth

I’m a journalist who writes about interiors mainly for The Financial Times but I have also written regularly for The Independent and The Daily Mail. My house has been in Living Etc, HeartHome and featured in The Wall Street Journal & Corriere della Sera. I also run an interior styling consultancy Mad About Your House. Welcome to my Mad House.