The White Company

The White Company Logo

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 over 56 stores across the UK: including high profile concessions in Harrods and Selfridges, successful e-commerce platforms for both the UK and US audience and in June of this year a New York flagship opened on Fifth Avenue. 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.

The challenge:

UK retail chain The White Company wanted a better-performing hosting platform for its $100 million annual e-commerce business. And it wanted the flexibility to easily deliver more capacity for peak trading periods and overall business growth, while supporting more agile development activity and reducing the number of suppliers involved in supporting the platform.

The solution:

The Retail Cloud Team migrated The White Company’s SAP Hybris digital commerce website to our Digital Commerce Channel (DC2): a stable, scalable, high-performing AWS-based solution (utilising several AWS services including CloudWatch, Data Transfer, Direct Connect, Elastic Compute Cloud and Route 53) that can support The White Company’s future business vision. After a short and seamless migration project, we helped launch It’s now under the 24/7 care of our support teams.


The White Company has seen a 50% rise in platform performance, safe in the knowledge it can increase capacity whenever the need arises.

Case Studies

“The Retail Cloud Team managed a seamless migration of our £100 million e-commerce business. Their DC2 cloud solution has provided The White Company with a stable, scalable platform to help us grow our business for many years to come.”

Phil Burnett, IT Director

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The White Company achieves record online trading over Black Friday and Cyber Monday

Tweet!function(d,s,id) {var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?"http":"https";if (!d.getElementById(id)) {js=d.createElement(s);;js.src=p+"://";fjs.parentNode.insertBefore(js,fjs);}}(document, "script", "twitter-wjs");lang: en_US{lang: "en_US"}York, United Kingdom —Dec 7, 2017 — Luxury lifestyle retailer, The White Company, has announced record online sales in the run up to Black Friday weekend and Cyber Monday, following the migration of its e-commerce business to The Retail Cloud Team’s Digital Commerce Channel. The White Company’s e-commerce platform withstood an unprecedented peak trading period and the highest number of concurrent users ever seen.  The White Company experienced a 70% volume increase for customers visiting its website compared to last year’s Cyber Weekend and a 20% increase in sales conversions during the peak hour of trading. Systems all operated within…

The White Company selects The Retail Cloud Team to support e-commerce platform and international growth plans

Tweet!function(d,s,id) {var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?"http":"https";if (!d.getElementById(id)) {js=d.createElement(s);;js.src=p+"://";fjs.parentNode.insertBefore(js,fjs);}}(document, "script", "twitter-wjs");lang: en_US{lang: "en_US"}York, United Kingdom —June 28, 2017 – The Retail Cloud Team, a Piksel company, today announced that it has been selected by luxury lifestyle retailer The White Company to migrate, host and manage its e-commerce business. The Retail Cloud Team’s Digital Commerce Channel, an optimized Amazon Web Services (AWS) solution for SAP Hybris customers, was chosen for its benefits to site performance, uptime and resilience. These enhancements were vital for The White Company to support its ambitious international growth plans across all channels, which also include a recently opened flagship store on Fifth Avenue in New York. The Retail Cloud Team is…

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