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New Neighbor: The White Company

The Flatiron District has the honor of welcoming UK lifestyle brand The White Company to not only the neighborhood but to New York and The United States. The international flagship sits at 155 Fifth Avenue and stocks a curated selection of lifestyle, homeware and clothing products across 3,000 square feet.

Founded by Chrissie Rucker MBE over 22 years ago, The White Company has become one of the UK’s fastest growing multi-channel retailers and a leading lifestyle brand with more than 50 stores across the UK. The quintessentially British brand is now synonymous with transforming houses into homes, creating impeccably stylish, beautifully designed products with British town and country heritage at its core. What started as a range of white essentials for the linen cupboard has gradually grown into the ultimate luxury lifestyle destination for the home, closet, and children.

Today, the collection encompasses home accessories, such as candles, tableware and vases; beauty, including a recently launched skincare collection; fragrance and bath & body – all alongside an impressive clothing range that includes the softest cashmere sweaters, luxurious loungewear and stylish dresses and accessories – which will all be available in the new flagship. A selection of The Little White Company products, featuring beautiful-quality, affordable baby clothes, and nursery essentials, will also be housed in the new store.

“We are thrilled to be bringing our collections to the USA with our very own store in New York," said Rucker. "For us, white is the blank canvas for stylish living that is effortless and timeless. We’re obsessed with our products and the stories behind them – carefully curating beautiful, useful pieces for you, your home and your family. Quiet luxury for every day: we strive to create collections that make the most of life’s simple pleasures. I cannot emphasize enough how much love, care, and attention goes into every item we make at The White Company, and I absolutely cannot wait to share this across the USA, beginning our story in New York.”

The store is open 10 a.m. to 8 p.m. daily. 

The White Company, 155 Fifth Avenue, (646) 741-8777

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The summer menu  <a target="_blank" href="http://instagram.com/wagamama_usa">@wagamama_usa</a>features these amazing looking hirata steamed buns. šŸ˜‹
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These are the mushroom and panko eggplant... the salmon and pickled cucumber are in the background! #discoverflatiron
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132 likes
The summer menu @wagamama_usafeatures these amazing looking hirata steamed buns. šŸ˜‹ . These are the mushroom and panko eggplant... the salmon and pickled cucumber are in the background! #discoverflatiron . . .
2 days ago