James Rubin-Smith

James Rubin-Smith is a seasoned retail professional with extensive experience in merchandising and category management. Currently serving as Merchandise Director at The White Company since September 2025, James previously co-founded Keep, a DTC sofa brand aimed at disrupting the UK sofa industry, from September 2023 to July 2025. Prior experience includes a significant tenure at Marks and Spencer from February 2010 to May 2023, where James held the role of Head of Category for Furniture, overseeing P&L responsibilities and leading a business transformation. James also contributed to MADE.COM as Head of Merchandising from September 2015 to December 2018, where the merchandising function was launched and scaled across various markets. James holds a BSC in Geography from UCL, obtained in 2006.