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Drapers Top 100 2017 – 74. Senior team, Whistles

Last year: 83

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After being acquired by TFG London in March 2016, the senior team at Whistles – comprising brand director Helen Williamson, managing director Justin Hampshire and creative director Nick Passmore – have had a busy 2017.

It has been a tough market for premium high street womenswear brands, which have suffered from consumers’ dwindling spend. To combat this, Passmore has sought to diversify Whistles’ offer by launching its first wedding dress collection – Whistles Wedding – in February. This strategy has stood the brand in good stead; TFG London boss Ben Barnett (number 33) told Drapers in June that Whistles has been the group’s “shining light” in terms of performance: customer reaction to the autumn 17 ranges was “fantastic” and the sell-through of the spring collections was “ahead of the prior year”.

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