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British retailer to make U.S. debut


A British lifestyle brand will open its first store in the United States this summer.

The White Company will open a 3,000-sq.-ft. flagship in the Flatiron section of Manhattan. Described as the first international flagship of the brand, the store will stock a curated selection of lifestyle, homeware and fashion products. A selection of The Little White Company products featuring white baby clothes and nursery equipment will also be housed in the space.

The White Company's entry into the United States follows the strong growth in its U.S. online revenue. Its U.S. e-commerce site, launched in 2014, was a main contributor to a record growth year for the company in 2016, with operating profits of $21.4 million.

The White Company operates more than 50 stores across the U.K. It was founded 22 years ago, starting as a mail-order catalog.

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