LUXURY lifestyle brand, The White Company, will be launching its North West flagship store on Peter’s Lane in Liverpool ONE. The new 5,212 sq ft store will open this autumn and feature the brand’s full range of exclusive lifestyle products, from home accessories to clothing and childrenswear. The White Company joins brands including Michael Kors, Hugo Boss, Reiss, Beauty Bazaar Harvey Nichols and Flannels on Peter’s Lane, which is established as the region’s leading destination for premium aspirational brands. The White Company previously opened a pop-up store in Liverpool ONE during the Christmas shopping period last year. Chris Bliss, Estate Director at Liverpool ONE, said: “We are delighted to welcome The White Company to Liverpool ONE. “Peter’s Lane continues to move from strength to strength and the arrival of The White Company, signifies the growing demand for luxury brands across Liverpool ONE.” Lingerie and swimwear specialist retailer, Bravissimo, and its sister brand, Pepperberry, will also be making the move to Peter’s Lane this autumn. Will Kernan, CEO at The White Company added: “Our new store in Liverpool ONE was the obvious next step for The White Company, following our hugely successful pop-up last year. We experienced very strong demand for our brand and products, and have worked closely with Grosvenor to create the ideal store for our new flagship in the North West.” The White Company began 21 years ago as a mail order offer and is now one of the UK’s fastest growing multi-channel retailers. What started as a range of essentials for the linen cupboard – duvet covers, pillows, fitted sheets and luxury towels in timeless white – has become a full range of lifestyle products. Designed by The White Company’s in-house team the store features a traditional and timeless look and feel, with the emphasis on products in a calm and inviting environment.