White Winter

The white month tradition

A French tradition dating back to the 19th century, the month of white was initiated by Aristide Boucicaut, the visionary owner of one of Paris's first department stores, Le Bon Marché. Wishing to breathe new life into the empty shelves after the Christmas holidays, he decorated his shelves with mainly white promotional linen. It's an ingenious strategy to revive the enthusiasm for household linen and sell off surplus stocks in the shops.

At Alexandre Turpault, we're attached to this tradition - the story goes that our designer was involved in inventing this commercial operation. We see it as a way of rethinking the home and starting the year off on the right foot. 

Equipping the home for the year

Ideal for equipping the home for the year ahead, our Winter White selection offers a vast choice of top-of-the-range linens. Whether you're looking to renew your sheets, towels or table linen, this is a unique opportunity to buy these essentials at lower prices. It's a chance to treat yourself and bring a little novelty into your home for the months ahead.