Whistles plans to roll out its new brand image which it unveiled at its concession within House of Fraser at Westfield London today.
Whistles chief executive Jane Shepherdson told Drapers this afternoon, "I am very pleased with the new look. It's much more fitting with the brand's new direction."
Whistles' new look includes a grey block text logo on a white background. The store features fresstanding grey metal fixtures against a grey and white backdrop and light wood panelled feature walls.
Shepherdson added that she would introduce the new logo onto labelling and that the new look logo and store environment was much more suited to the new product ranges, which she introduced earlier this season.
Shepherdson said: "Trade is ok. Whistles historically hasn't done too well during half term holidays because a lot of its customers go away on holiday. That hasn't been the case this week."
Shepherdson added that reaction to the new collection had been very positive. It is understood to have attracted a younger customer to Whistles.
Block Architecture developed the new store concept.
Graeme Williamson, director of Block Architecture said: "One of the things we wanted to achieve in the concession was to give the customer a subtle and calm backdrop against which to be able to really look at the new Whistles range."