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Whistles launches in US with Bloomingdale's tie-up

Premium retailer Whistles is launching in the US today (May 19), through a partnership with department store Bloomingdale’s.

The retailer’s first US shop in shop will be housed on the second floor of the New York flagship on 59th Street. The move is part of a broader expansion strategy that has seen Whistles enter markets including France, Germany, Russia and China.

Whistles chief executive Jane Shepherdson told Business of Fashion: “We’ve set ourselves up to be incredibly responsive [in Bloomingdale’s], so if a certain part of the range sells very well, we’ll put back on what’s not selling and replace it with pieces we think will sell. The learning curve is so steep [in the US] that we need to be in total control of our business there.”

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