UK Brand Whistles Comes to U.S. Via Bloomingdales


An image from the Whistles Spring 2014 ad campaign

London—American consumers who love the brand Whistles should be whistling a happy tune right about now.

The contemporary British brand has come Stateside, making its debut at a shop-in-shop at Bloomingdale’s 57th Street flagship. If all goes well, Whistles will open similar Bloomingdale’s shop-in-shops in the New York area, according to the company.

“We’ve set ourselves up to be incredibly responsive [in Bloomingdale’s],” said Jane Shepherdson, chief executive Jane Shepherdson (formerly of Topshop), in Business of Fashion. “So if a certain part of the range sells very well, we’ll put back on what’s not selling and replace it with pieces we think will sell. The learning curve is so steep [in the U.S.] that we need to be in total control of our business there.”

The Whistles pop-up in New York is part of a broader expansion strategy, kicked-off two and half years ago, partnering with various premium department stores around the world.

While Shepherdson didn’t disclose Whistles’ current sales figures, she said like-for-like sales continue to grow at double-digit rates for the second consecutive year. Accessories and shoes sales have doubled and are set to double again this year.

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