Whistles launch store in China with Lane Crawford

The contemporary fashion label has announced it will launch two new ‘shop in shops’ next month in Hong Kong and Shanghai.

With over 40 stores in Britain and shops in Paris, Berlin, Moscow and Munich, Whistles will team up with premium fashion retailer Lane Crawford to open two new locations in its department stores; one will be situated in Hong Kong, and the other in a newly opened Shanghai site. As well as in-store, the brand will also be available online from Lane Crawford’s website.

The launch signifies a new stage in Whistle’s wholesale expansion strategy, after showcasing its A/W13 collection for the first time at London Fashion Week to international press and buyers.

Speaking to Vogue about the brand’s Asia launch, Whistles chief executive Jane Shepherdson said: "We realised that the brand appeals to the Chinese aesthetic, in that it is feminine, but with a clean, modern feel.

"China is an increasingly sophisticated market, and there seems to be a growing middle class customer, who doesn't necessarily want to only buy into the luxury labels - but also wants to shop contemporary European brands that provide well-designed quality fashion at a price that they can afford."

Shepherdson is largely credited with rejuvenating Whistles after purchasing a 20 per cent stake in the womenswear label in 2008 and subsequently being appointed chief executive.

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