Tesco will take its F&F clothing brand worldwide if the first standalone store in Prague is a success.
The clothing label, previously available through Tesco hypermarkets and department stores, will roll out across the Czech Republic as a chain if the pilot takes off.
The news follows rumours, which Tesco later denied, that it was on the hunt for a flagship store in central London.
“This is a really exciting milestone and will provide us with the opportunity to bring the international F&F brand to more customers,” said F&F international chief Jason Tarry. "The new store will be based on this principle and, if successful, we may roll the concept out worldwide."
He added: “In Central Europe, F&F is seen as a fashion brand in its own right. Clear marketing and point of sale have established brand awareness [and] creating a standalone F&F store is a logical next step.”
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