The White Company provided NHS workers with care packages and offered them a 25% discount on goods during the pandemic. It also installed an auto-packaging system in its Northampton warehouse, capable of packaging 600 parcels an hour, to help keep staff safe. Selling predominantly white bed and bath linen, home and dining accessories, and fashion, its sales rose to £217.4m in 2019. Chrissie Rucker, 51, founded the company in 1994 after she struggled to find affordable, high-quality linen.
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