Whistles Tests U.S. Waters

British fashion retailer Whitles (London) has announced its first retail effort in the United States, a shop-in-shop inside Macy’s-owned Bloomingdale’s New York City flagship on 59^th Street, according to the Telegraph.

The women’s fashion brand currently ships to the U.S. via its website and is worn by personalities such as Suki Waterhouse, Olivia Palermo and Gwen Stefani.

The expansion for Whistles comes as the company embarks on a two-year growth plan that includes similar concepts in department stores worldwide, including France, Germany, Russia and China, notes FierceRetail.

The partnership with Bloomingdale's allows Whistles to test the waters in North America before making larger, more expensive real estate commitments. The companies have agreed to a concession model that allows Whistles to earn larger sales margins and have more control over image and stock.