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Whistles Breaks into U.S. Market

British retailer opens at Bloomingdale's.

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Rebecca Dayan Whistles film Garance Doré belllesandwhistles Fashion Scoop WWD

Rebecca Dayan on the set of Whistles' film by Garance Doré, "belllesandwhistles."

Photo By Courtesy Photo

WHISTLES’ NEW STOP: Whistles, the British contemporary retailer, has landed in New York, where it just opened a shop-in-shop in Bloomingdale’s on 59th Street. The space has been designed by the architecture firm APA to echo the brand’s Mayfair store, with marble and steel design details. The product offering will include a selection of Whistles' Limited Edition collection pieces, which it shows at London Fashion Week. The label, known for its clean lines and often-luxurious fabrics, joins a host of British retailers including Karen Millen, Ted Baker, Reiss and Hobbs on the shop floor at Bloomingdale’s.

 

Jane Shepherdson, chief executive of Whistles, said that opening in New York had been a “dream” for the label. “I think London and N.Y. have a pretty similar energy, and I hope that Whistles becomes as popular here as it has become in London,” she said. Frank Doroff, Bloomingdale’s vice-chair and general merchandise manager of ready-to-wear, added: “Bloomingdale’s has been focused on bringing unique European brands to the U.S. market, and partnering with Whistles reaffirms this commitment.”

 

To mark the launch, Whistles has commissioned blogger Garance Doré to shoot a film called “bellesandwhistles,” spotlighting women including fashion consultant Yasmin Sewell, stylist Jeanann Williams and actress Rebecca Dayan wearing the collection. The film has debuted on Whistles’ and Doré’s Web sites, with a shorter version on Whistles’ Instagram account. In addition to the space in Bloomingdale’s, Whistles will open in Le BHV Marais in Paris in May. It will launch a French-language Web site this summer.