 The White Company started selling online in the U.S. in 2014 and in 2017 opened a store on 5th Avenue in New York City's Flatiron neighbourhood and one in Short Hills, New Jersey.The White Company was established in 1994 as a mail order business selling items through a 12-page catalogue which has grown into a multi-channel, international business.Started up with a small government grant and £6,000 inheritance, it originally had a 500 people mailing list.