Whistles

Whistles is a British women's fashion brand founded in London in 1976 by Lucille and Richard Lewin. It has been owned since March 2016 by South Africa's TFG, formerly The Foschini Group.

What is Whistles?

Whistles is a London-based womenswear label offering contemporary clothing, accessories and shoes, positioned in the premium segment of the British high street.

History

Wikipedia names Lucille and Richard Lewin as the founders in 1976. According to trade reporting from The Industry Fashion in 2017, Whistles was previously owned by former chief executive Jane Shepherdson and Icelandic investor Mundur before being sold. The Foschini Group bought Whistles and its 46 shops in March 2016.

Ownership

TFG Limited, commonly known as TFG, was formerly The Foschini Group. In the UK it also owns Phase Eight, which it acquired in 2015, and Hobbs, which it agreed to acquire in November 2017. Whistles therefore sits in a UK women's portfolio alongside two direct competitors. We have not found a report of a later change of ownership.

Products and positioning

The brand offers dresses, tailoring, knitwear, coats and accessories for the working and occasion wardrobe, with an emphasis on design-led contemporary styling.

Business model and distribution

Whistles trades through its own shops, concessions in department stores and its own online store. The 46 shops reported at the time of the 2016 sale are a dated figure and should not be read as a current store count.

Why it matters

Whistles is part of a consolidation of British premium womenswear brands under a single overseas retail group, a pattern that has shaped the UK mid and upper high street since the mid 2010s.

Frequently asked questions

Who owns Whistles?

Whistles has been owned by South Africa's TFG, formerly The Foschini Group, since it bought the brand and its 46 shops in March 2016.

Where is Whistles from?

Whistles is a British brand founded in London in 1976 by Lucille and Richard Lewin.

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