Tesco to build global F&F brand

Tesco has partnered with a Saudi Arabian retail group to build a franchise operation for its F&F clothing brand as part of its strategy to turn the fashion label into a global brand.

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The supermarket has partnered with the Fawaz Alhokair Group, the largest shopping mall owner in Saudi Arabia, and is exploring further franchise opportunities elsewhere.

Tesco plans to work with local partners around the world to grow the F&F brand in other markets through stand alone stores and shop in shops within department stores and hypermarkets.

The first standalone store for F&F opened in Prague in 2010 and a second opened in the Czech Republic last year.

The supermarket says: “The move supports Tesco’s long-term strategy to grow highly valued international brands. Using the franchising model enables Tesco to accelerate the growth of its F&F brand on a much wider scale. The F&F vision is to become the world’s leading brand of affordable fashion.”

F&F is already available in 11 countries and is worth £400m in central Europe.

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