On Waverley Road, Malvern East, there's a boutique with a story many locals will love. White & Co began life at a suburban Melbourne kitchen table, and its shop at 154 Waverley Road is the original home of the business. Nine years on, it is a much-loved name in Australian fashion, but the Malvern East boutique remains, in the company's words, genuine, welcoming and full of heart.
Born from a need
Founder Krissy Whitehead started White & Co in 2016 because she couldn't find what she wanted: simple, high-quality everyday fashion that was both wearable and affordable. Frustrated by the lack of options, she created her own solution and launched the business from home. Her eye for beautiful, versatile pieces quickly resonated with other women, and the business grew from the kitchen table to a retail showroom and warehouse.
Today White & Co has two boutiques, in Malvern East and Mornington, a head office, a warehouse in Moorabbin and a team of more than twenty people, serving customers across Australia, New Zealand and beyond. Krissy, a mum of two teenagers, still leads the business with what it calls authenticity, drive and heart, and with creativity that is often sparked at 3am. "At our core, we're about supporting and celebrating women," she says.
Expertly curated everyday style
White & Co describes its speciality as expertly curated everyday basics and fashion. The team handpicks pieces from local and international labels to build wardrobes of timeless, high-quality casualwear that is actually wearable and looks great: stylish, versatile and comfortable. At the heart of the range is White & Co. The Label, the business's own Australian-designed brand of elevated wardrobe staples and everyday essentials, with thoughtful details, timeless cuts and breathable fabrics. Think relaxed linen dresses, easy lounge pants, denim and shirts made to mix, match and move with you.
The business describes itself as female founded, expertly curated and size inclusive, with collections designed to flatter every woman and embrace real shapes and real lives.
Free personal styling in Malvern East
One of the best reasons to visit the Malvern East shop is its free personalised styling sessions, introduced after many customers asked for help creating the perfect wardrobe. With an expert stylist on hand, you'll learn how to choose pieces that are functional, flatter your shape and leave you feeling great, rather than buying things you never wear.
Sessions last one hour and should be booked at least a week ahead. They run Monday to Friday between 10am and 3pm and Saturday between 10am and 2pm, with weekend appointments subject to availability. As the team says, they're mums too and understand how hard it can be to find a babysitter, so children are very welcome. You can also book as a group and bring some friends along.
More than clothes
White & Co says its mission goes deeper than fashion. It is driven by a genuine desire to support women, whether by providing flexible employment for mums returning to work, sponsoring initiatives for disadvantaged girls or simply helping customers feel their best every day.
Visit White & Co
White & Co's Malvern East boutique is at 154 Waverley Road, Malvern East. Not every style shown online is stocked in store, so if you're after something specific it's worth checking ahead. To book a free styling session, email malvern@whiteandco.com.au or use the booking tab on the website.
Contact
White & Co
154 Waverley Road, Malvern East VIC 3145
Email: malvern@whiteandco.com.au
Website: whiteandco.com.au
Hours: Styling sessions Mon–Fri 10am–3pm, Sat 10am–2pm (by appointment)
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