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Exclusive: Whistles pulls the plug on menswear

Whistles is axing its menswear range, Drapers can reveal. 

The premium retailer confirmed that the autumn 18 menswear collection, which is still available on its website, is its last. The collection is being heavily discounted.

A spokeswoman for Whistles told Drapers it is stopping menswear “in order to focus fully on continuing the growth of its successful womenswear business”.

It comes after Whistles revealed earlier this month that it returned to profit in the year to 31 March 2018, driven by strong sales growth and a cost-cutting programme that included the closure of loss-making stores.

Whistles launched menswear in 2014, and opened its first dedicated store for the range in March 2016. The menswear-only stores have now closed.

One source close to the brand told Drapers that all of its menswear staff had moved over to womenswear, adding: ”The [men’s] line just didn’t work.” 

Another said there “just wasn’t enough interest” and “it [Whistles’ menswear] was losing money”.

Whistles is part of TFG London, which also owns Hobbs and Phase Eight.

 

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