In August 2013, Whistles decided to open up in a department store in Hong Kong and China when online sales increased from the region. Hong Kong has an increasingly sophisticated market, and there seems to be a growing middle class customer who wants to shop contemporary European bands that provide well-designed quality fashion at a price that they can afford (Alexander, 2013).

It opened up in the luxury department store Lane Crawford Home which is based where all the high-end stores are and the business/finance centres. Three existing Lane Crawford stores in Hong Kong and the newly-opened Shanghai store will carry a selection of 60-odd pieces from Whistles’ premium range, Limited Edition, as well as best-selling items from its core collection, such as cashmere knitwear and silk dresses (Wang 2013).
The price-points aren't quite as low as Topshop, Zara or H&M, but the quality is also much better and the designs much more chic.  Whistles isn't so much about fast-fashion trends and items that you won't wear beyond one season; instead, the label is about classic pieces with a fashionable twist, marketed at a more accessible price-point.  In other words, pieces that you can wear for multiple seasons, without breaking the bank.

However, Whistles most toughest competitors are also in the Lane Crawford department stores such as J. Crew and Topshop and both have proven to have been very successful in the Asian market.