KPS and The White Company

The White Company

eCommerce Transformation

Case Study

Over 25 years ago, Chrissie Rucker had a vision: to create a company that specialises in affordable, stylish homewares, all in white.

What began as a 12-page mail-order brochure is now one of the UK’s fastest-growing multi-channel retailers and a trusted lifestyle brand – offering home accessories, fragrance, furniture, clothing, loungewear, nightwear and children’s wear.


The White Company’s ambitious mission is ‘to be the global destination for effortless, stylish living.’ Look and feel are therefore vital components of the brand, and is a critical factor in appealing to its target audience.


All of its 60 UK stores are deliberately designed to feel like a tranquil oasis – fresh, stylish and minimalist. That calm, uncluttered and relaxed feeling may be easy to convey in store, but is a whole different challenge online.

The collaborative teams used surveys and analysis to define The White Company’s audience, mapped out all stages of the customer journey and identified pain points and requirements.

Once coupled with UX benchmarking of The White Company’s site and looking at leading digital players through KPS’ market-leading DAP report, the key areas for improvement were swiftly identified.

Find out how The White Company transformed their eCommerce with the help of KPS in the latest case study.



This research told The White Company what customers wanted, and expected

More imagery and quick, easily accessible information to help them choose the products.

However, to add all this to the PLP created a challenging balancing act of maintaining a clean design aesthetic, whilst also introducing new content, imagery and functionality at pace.

With KPS’ help, The White Company have now begun the journey to a decoupled architecture, with SAP Commerce at the core, and a Vue.js front end using API/ microservice-centred design.

Our new PLP has hugely improved the way we showcase our brand and products to our customers, resulting in more customers adding to bag and checking out. It was a brilliant start to our partnership with KPS, and we’re excited to build on this success.
Kate Parkinson, Head of Digital CX, The White Company


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