Case Study: Whistles expands its estate with CACI Limited’s location planning solution

Whistles - Customer Case Study

Whistles, the fashion retailer, wanted to support the next phase of its UK estate expansion with a more scientific and impartial approach to site selection. With 40 standalone stores already trading, the brand needed to ensure every new opening offered the best possible opportunity for success, while still reflecting internal knowledge and brand values. CACI Limited was brought in to provide location-planning expertise and support the decision-making process.

CACI Limited worked closely with Whistles’ stakeholders, using the Acorn consumer segmentation tool, the Retail Footprint catchment model, and other proprietary market tools to profile the brand’s core customers, assess the existing estate, and rank potential new locations. The output included a prioritised list of sites, supporting metrics, and a red/amber/green traffic-light view of key findings. As a result, Whistles used the analysis to guide successful new store openings and increased the size of its estate by 20% in the first six months after delivery.

Whistles

Phil Mickler

Finance Director