The White Company – D2C Ranking & Growth Metrics
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
The White Company ranks #8 of 444 D2C brands in the October 2026 edition and #2 of 133 in Home, down 2 places on last month. We estimate The White Company's revenue is flat year on year (medium confidence). Branded search is steady over the past year, with a seasonal peak in December and November. In Home, its closest competitor is Ruggable (#1).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, medium confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big The White Company is today: #8 of 444 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is The White Company's revenue growing?
We estimate The White Company's revenue is flat year on year (medium confidence). The White Company sells mostly through retailers and stockists, whose sales we can't see, so confidence is medium.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is The White Company growing?
The White Company's Momentum score is 48.5, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is steady over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
The White Company competitors
The home brands closest to The White Company: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Machine-washable rugs and home textiles for everyday households.
Hand-painted ceramics, dinnerware, furniture and home decor made in Aurora, New York
Online retailer of furniture, rugs, lighting and home décor
Home goods sold direct to consumers from France.
Affordable wall art, posters, canvas prints and frames from Stockholm
The White Company vs Ruggable
Ruggable is the bigger brand (Scale 80.4 against 76.6), while The White Company is growing faster (Momentum 49 against 44). See Ruggable's page.
| October 2026 | The White Company | Ruggable |
|---|---|---|
| Overall rank | #8 | #1 |
| Home rank | #2 | #1 |
| Scale (size) | 76.6 | 80.4 |
| Momentum (growth) | 48.5 | 44.0 |
| Branded search | 81 | 88 |
| Site traffic | 72 | 71 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
The White Company branded search volume
How often people search for The White Company by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady. Demand is seasonal, peaking in December and November and lowest in May.
The White Company's audience, products and channels
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Australia, Sweden and Canada.
The White Company: common questions
Where is The White Company from?
The White Company is based in United Kingdom.
Where can you buy The White Company?
The White Company sells through its own online store and a network of retailers and stockists. Its online store is at thewhitecompany.com.
Is The White Company's revenue growing?
We estimate The White Company's revenue is flat year on year (medium confidence). The White Company sells mostly through retailers and stockists, whose sales we can't see, so confidence is medium. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are The White Company's competitors?
The White Company's closest competitors in the Home category are Ruggable, MacKenzie-Childs, Lulu and Georgia and Tikamoon.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like The White Company move, or the data as an export? See data & alerts.