Lifestyle brand The White Company to establish flagship store at Liverpool ONE

Lifestyle brand The White Company has revealed plans to establish its North West flagship store at Liverpool ONE (L1).

Opening this autumn on Peter’s Lane, the new 5,212 sq ft store will feature the firm’s full range of lifestyle products, from clothing and childrenswear to home accessories.

Miles Dunnett, funds director of Grosvenor Europe, which runs the city centre retail and leisure complex, said The White Company’s popularity at L1 was evident during Christmas 2016 when the company set up a seasonal pop-up store.

He continued: “We are delighted to welcome them back for what will be the brand’s new regional flagship.

“The White Company is a great complement to our existing line-up on Peter’s Lane and is indicative of the consistent demand for space from leading aspirational brands.”

The White Company’s CEO, Will Kernan, said the decision to launch at L1 was “the obvious next step” for the firm, following its “hugely successful” Christmas pop-up.

Will said: “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.”

News of the launch comes as Liverpool ONE celebrates a strong H1 2016, with footfall up 2.5% and sales by 5% in comparison to the same period in 2015.

Commercial real estate firms Cushman & Wakefield and Metis Real Estate Advisors represented Liverpool ONE during the deal, while property consultants Space RPC acted for The White Company.