On May 19th 2014 Whistles launched its first physical presence in the US, by opening a shop-in-shop, on the second floor of Bloomingdales flagship on Ney York’s 59th street, continuing an international expansion strategy rooted in department store partnerships (Wang, 2014). Whistles later went on to open stores in Chicago (Whistles comes to chicago, 2015), Miami (Welcome to Miami, 2015) and Boston (Store list, no date) and by September 2015 they had also taken their menswear collection to the US.

 

To launch their stateside venture, Whistle’s CEO Jane Shepherdson hosted an intimate dinner at Lafayette, guests included, Maya Singer of Style.com, Vashtie Kola, and bloggers, Garance Doré and Leandra Medine (also known as ManRepeller) (Host a dinner to celebrate Bloomingdale’s launch in New York city, 2006).

 

Whistles also had an in store launch event to celebrate the opening of their Bloomingdales shop-in-shop. The event featured, fresh juices from the Butcher’s Daughter with every purchase, an exclusive monogram service and a pop-up film booth where customers would give their best whistles for a chance to win a range of Whistles pieces (Bloomingdale’s launch event, 2014).

 

As part of Whistles strategy for entering the US they released their first ever video campaign, the video is called #BellesAndWhistles and was directed by Garance Doré and made its debut on Style.com and on Whistles Instagram account. The video shows  Yasmin Sewell and Elle Strauss, dancing, whistling and clapping all whilst wearing the Spring/Summer 2014 collection in a bid to demonstrate who the ‘Whistle woman is’ (Whistles launches in US with Bloomingdales, 2014).