Tesco Chooses Prague for First F&F Store

Tesco will open a standalone store for its F&F clothing brand in Prague in October. The store's fascia will be F&F and there will be no Tesco branding.The store will stock F&F's autumn collection of men's and women's clothing, footwear, linger

April 6, 2018

Tesco will open a standalone store for its F&F clothing brand in Prague in October. The store's fascia will be F&F and there will be no Tesco branding.

The store will stock F&F's autumn collection of men's and women's clothing, footwear, lingerie, jewelry and accessories. If it's successful, the format could be rolled out across the Czech Republic and neighboring countries such as Hungary, Poland and Slovakia. At present, F&F is available only in hypermarkets and department stores in the region, which it entered in 2008 and where it has become the market leader in the Czech Republic and one of the top three fashion retailers in central Europe. Worldwide, F&F is available in 11 countries.

Tesco is also searching for a site for an F&F shop in central London.

"In central Europe, F&F is seen as a fashion brand in its own right," says Jason Tarry, F&F clothing's international chief executive officer. "Clear marketing and point-of-sale have established a brand awareness of 71 percent across central

Europe. Creating a standalone F&F store is a logical next step for this growing brand."

He added that if it proved successful, "we may roll out the concept worldwide."

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