Tesco plans rapid global expansion for F&F brand

By Matthew Chapman, marketingmagazine.co.uk, Tuesday, 17 January 2012 12:30PM

Tesco aims to make its F&F fashion label a major global brand by unveiling a new franchise model.

Tesco: announces new fanchise model for its F& F clothing range

Tesco: announces new fanchise model for its F& F clothing range

The franchise will allow local partners to sell the F&F range in a number of settings, including standalone stores within shopping centres and units within department stores and hypermarkets.

F&F clothing and accessories will first launch as a franchise in Saudi Arabia later this year after Tesco struck a partnership with retailer Fawaz Abdulaziz Al Hokair.

Tesco is already selling the brand in 11 countries, mainly in central Europe, as it aims to make it "the world's leading brand of affordable fashion".

F&F is already being sold in standalone stores in the Czech Republic as Tesco attempts to refine ideas on which the franchise format will be based.

Follow Matthew Chapman at @mattchapmanUK

This article was first published on marketingmagazine.co.uk

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