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Whistles LFLs up 26% ahead of new store opening

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Contemporary fashion retailer Whistles has reported a 26 per cent rise in like-for-like (LFL) sales over the festive period, it was revealed today.

In the six weeks to January 5th 2013, LFLs increased by 26 per cent while silk dresses, leather jackets, knitwear and shoes drove full price sales up 75 per cent year-on-year.

Whistles’ CEO Jane Shepherdson, who made headlines last year after claiming that photos of the Duchess of Cambridge in Whistles clothing “doesn’t do anything for sales”, discussed the strategy for the year ahead.

She commented: “Whistles will open its new flagship store on Dover Street at the end of January as well as relaunching it’s website, also at the end of the month.”

Whistles’ new Mayfair store will follow six stores opened across the UK and internationally in 2012, and will attempt to entice international shoppers by showcasing merchandise across two floors.

Although multichannel has become increasingly important to high street retailers, Whistles, which last summer launched a same-day delivery option for customers in London, has not made online sales figures available.

However, the relaunch of its website later this month will likely have seen the retailer miss out on an online boost over Christmas, while competitors such as Hobbs have seen multichannel sales rocket in the crucial trading period.

Published on Monday 14 January by Editorial Assistant

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