The White Company, an English retailer of linens, home decor, dinnerware and furniture at Brent Cross Shopping Center in Barnet, North London, England. The brand's customers expect the same clean, minimal and sophisticated designs present in all other branding elements to also be reflected in its packaging. Image courtesy of The White Company
Luxury retail: Why a customer should love your packaging first, and then your product
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"a0637272ea554a6aedf5111344d2511b","s":"e063b69afbbbe6ab"}