Whistles opens first US standalone store with SoHo debut

Premium UK fashion brand Whistles has taken an important step in its expansion plan and has opened its very first standalone store in the US market.


Whistles has set foot in New York for the first time

The 1,000 sq ft location opened Thursday in New York’s SoHo neighbourhood on popular shopping thoroughfare Spring Street. It offers the brand's full collection of womenswear, including its highest-end limited edition pieces and its footwear and accessories.

Like its UK locations, the interior is mainly simple and acts as an understated backdrop to the clothes. It was designed along with London-based design studio Matter, with which Whistles has worked on several projects in recent years. It features neutral tones with pale pinks. Matter has a strong fashion track record having also worked on projects for Alexander McQueen, London Fashion Week, and Amazon.

There’s an unexpected touch in the store that also plays up the brand’s British heritage with specially-commissioned giant-sized (and colourful) graphic paintings by UK artist Rosie Tonkin. She's another previous Whistles collaborator and has also worked with Louis Vuitton and Gucci.

The opening should support the brand’s existing presence in the US, where it has been since 2014 via its wholesale operation.

The Foschini Group-owned company has been rolling out internationally but at a slow and steady pace. Last year it opened its first standalone in Switzerland’s biggest city, Zurich, and one in Hong Kong’s Pacific Place in a deal with Rue Madame Fashion Group (RMFG).

It had earlier closed some of its store estate and earlier this year its latest annual results saw it reporting a pre-tax loss, albeit a smaller one.

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