Former Topshop supremo Jane Shepherdson has worked her magic on the brand and revamped its sales
High-street fashion brand Whistles has returned to profit, thanks to the Midas touch of former Topshop supremo Jane Shepherdson ? and the patronage of a few famous friends.
The retailer, whose red and pink striped top was modelled by Samantha Cameron at last week's Conservative party conference, turned the previous year's small loss into an operating profit of �1.2m in the year to 29 January. Sales jumped 13% to �38.8m.
When Shepherdson, who is credited with transforming Topshop from a tacky teen store into a style mecca, took over as Whistles chief executive in 2008, she set out to reinvent the loss-making label as a "premium credible high-street brand" that would appeal to fashion-conscious women rather than the "yummy mummies" who were once its clientele. Her instincts appear correct, with the repositioning now "feeding into the trading numbers", according to accounts filed at Companies House.
Whistles has also gained royal approval: one of its white silk blouses became a bestseller after the Duchess of Cambridge wore it for her engagement photos. Shepherdson says the brand now has a "significant international profile".
Source: http://www.guardian.co.uk/business/2011/oct/09/whistles-profits-in-the-pink
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