Whistles to open a space in French department store

By

Florent Gilles

Published
Nov 16, 2012

One Britain’s biggest contemporary brands, Whistles, will soon make its first appearance in France. Exclusively available at Printemps Haussman from December, Whistles is not the only brand hitting the department store. Opening Ceremony and MM6 are opening corners in the famous Parisian department store.

For Whistles, this step marks its first venture out of its home market, with the exception of a concession in Europe and their online store. The Autumn/Winter collection (accessories included) will occupy a 350 square foot area in the store, rubbing shoulders with popular French brands Sandro and Maje.

Whistles was created in the 1980’s as a multi-brand store stocking designers such as Dries Van Noten and Comme des Garçons. The brand then started to create its own line at a price comparable to its competitor, Joesph, and proceeded to open more than 30 stores across the United Kingdon. The brand currently has 40 points of sale, including spots in top department stores Harrods and Havey Nichols.

After a decade of poor sales Jane Sherperdson, ex-boss at Topshop, took the reins at Whistles and instigated the re-branding. With a new focus on retail, the new CEO hired designers from Topshop to transform the brand into something accessible, current and desirable.

Since then Whistles has led many anglo-americain collaborations, notably with Lulu Frost, Roskanda Ilincic and Markus Lupfer.

British It-Girls cannot get enough of the brand and with Kate Middleton sporting a Whistles dress at the Olympic Games opening ceremony in London, the brand is becoming ever more popular. Next up, the brand will be showing at London Fashion Week next season.