Over 22 years ago, Chrissie Rucker had a vision: to create a company that specialised in stylish, white homewares, combining the highest quality with affordable prices. She envisioned creating a seamless shopping experience across every channel, from beautiful stores to online, making customers feel wonderfully welcome at every touchpoint. 

What started as a range of white essentials for the linen cupboard – plump duvets, crisp sheets and fluffy towels — has gradually grown into the ultimate luxury lifestyle destination for your home, wardrobe, and little ones.

From waking up in crisp white sheets to the feel of whisper-soft cashmere against your skin, we believe in using the very best you can afford, every single day, seeking pleasure in the simplest of moments.