By this time the company has established a fine reputation both at home and abroad and
new departments had been opened including ladies fashions, lingerie, baby and childrenswear and later ladies and gentlemen’s accessories.
During the next 40 years the structure of the business did not change substantially although there was a considerable expansion in the product offer particularly in the area of home accessories including
the complete table top of china, crystal and silverware, with The White House becoming major London stockists for leading manufacturers such as Baccarat or Lalique.