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In Conversation With Chrissie Rucker

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London

Great Queen Street

London

WC2B 5BZ

United Kingdom

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Chrissie Rucker launched The White Company in 1993 as a mail-order business - 10 million copies are now sent out in the UK every year.

She started out with a list of friends, friends of friends and her mother’s friends. In total she sent out a 12 page brochure to about 500 people. Having used to work as a journalist, Rucker put together a press release and tried really hard to get editorial coverage - she had absolutely no money for advertising.

Rucker opened her first store after six years of very hard work and took on her first managing director. "When you get a store, that’s when your brand really starts to make an impact." - Rucker

But real growth came from constantly looking for new customers, taking great care of the old ones and expanding the product range.

"When you are building a business, you inevitably make lots of mistakes. I’m not the sort of person who dwells on them but I think you have to recognise the mistakes. If it is something to do with customers then you have to sort that out straight away and learn from it." - Rucker

Having been through four recsessions, and infact starting the business during one of those recessions, Chrissie Rucker knows what it takes to create a successful brand. "It’s crucial to have a clear brand vision so you have something to stick to when times are hard. You have to really know what your brand is and what it isn’t." - Rucker

Come and join us for an evening with Chrissie Rucker and absorb her expertise in the world of retail and branding.


There is a small £10.00 entry fee for non TBE Club members. A further payment link will be sent to you once you have booked your ticket for this event. Your ticket will not be valid until the payment is completed.

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London

Great Queen Street

London

WC2B 5BZ

United Kingdom

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