High street supplier Whispering Smith is to launch a new showroom and offices in Westminster this summer, as part of wide-ranging expansion plans.
The Manchester-based supplier, which also operates own brands Brave Soul and Night Addict, will move into a 5,000 sq ft office on St Martin’s Lane in London, upsizing from its current 2,200 sq ft location in Fitzrovia after 15 years.
The showroom will feature its full collection – it could previously only show 80% – and will have a new dedicated denim lab. There will also be a separate room for new brands.
Creative director Rohina Kumar told Drapers: “It’s almost as if our new [London] showroom is catching up with where we are in terms of how the business is developing.
“Denim is becoming a big part of our business and is growing very quickly, but we never had the space to showcase that, so our new denim lab is a really exciting new feature. We’ll also have a lot more space for our design and merchandising operations.”
Late last year, it relaunched its website and introduced a new trade web-order portal.
In terms of product, Whispering Smith expanded into swimwear for spring 18 as part of a push to increase its lifestyle offering.
Geographically, the supplier is aiming to grow its presence in Australia and China. It has around 1,000 retail customers in the UK and Europe, including Asos, and operates three Brave Soul standalone stores in Spain.
Its London team comprises around 10 employees, in addition to 90 staff based at its Manchester headquarters and a further 12 at its warehouse, also in Manchester.