Whistles to open Covent Garden flagship with brand new retail concept

Whistles is opening a new 3,670 sq ft flagship store at 117 Long Acre in London’s Covent Garden on 12 September 2024.

It will be the first of a new store concept for the brand, characterised by its contemporary design with a "gallery inspired aesthetic" and digital screens, housing its AW24 womenswear collection including its wedding, petite and limited-edition collections.

Caraline Money, Global Retail Director at Whistles, said: "We are really excited to be opening our newest flagship store in London, located on Long Acre, Covent Garden. London is Whistles’ home and central to the brands DNA, so further expanding our store portfolio throughout the city forms a crucial role in our UK expansion plans.

"We have built a loyal, ever growing customer here, who love our distinctive designs and effortless approach to dressing - so it's great we will have more visibility in key locations like the West End.

"Our new store strategy is focused on opening bigger, better stores on prominent high streets and within premium shopping districts like Long Acre to showcase the wider collections to our customers and enhance their shopping experience in-store."

Simon Taylor, Property Director at London landlord The Mercers’ Company, added: "Whistles’ selection of Long Acre as the debut location for its new store concept is a significant endorsement of the strength of Covent Garden.

"As one of the most popular shopping destinations in Europe, Covent Garden continues to thrive, and we look forward to welcoming Whistles new flagship store next month."

In April 2024, it was reported that Whistles, Hobbs and Phase Eight owner TFG London secured a £90 million refinancing facility "to support strategic growth ambitions". The new Covent Garden Whistles store is testament to those ambitions.