Whistles bolsters senior leadership with ex-Boohoo and ex-Hobbs execs

Premium womenswear brand Whistles has bolstered its senior leadership with the appointment of two new director roles, with the aim of driving long-term and sustained growth.

James Blacklock joins Whistles from Boohoo, where he most recently held the role of Chief Product Officer. He has been appointed to the newly created role of Commercial Director, where he is tasked with accelerating the brand's commercial momentum.

For Whistles, Blacklock's 20+ years of experience in product and commercial strategy, which also include senior leadership positions at M&Co and Topshop, will be “instrumental in delivering the brand’s drive for sustained growth”.

Mo Riach, who also brings 20 years of experience to her new role as Design Director, joins from Hobbs, where she was Head of Design for the last three years. Prior to this, she held senior positions at Topshop and Miss Selfridges.

In her new role, she will shape "the next era of Whistles' product design" - cementing the design identity of the brand and ensuring that every upcoming collection is "distinctly, unmistakably Whistles".

Commenting on the appointments, Sally Ambrose, Chief Product Officer at Whistles' parent company TFG London, which also owns Hobbs and Phase Eight, commented that James and Mo were joining Whistles "at an exciting moment".

She added: "Their combined experience in commercial strategy and design leadership is exactly what we need to deliver the next phase for the brand.

"Together they will bring the commercial sharpness and design vision to take the brand further and faster. We're thrilled to have them on board."

Whistles currently sells through 36 standalone stores, its online store Whistles.com, 70 concessions and 11 online concession partners.

TFG London recently brought its three brands together under one roof with a "first-to-market" store concept at The Boulevard outlet destination in Northern Ireland, set to open this spring.