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Value Fashion Brand F&F Expanding in Middle East

The brand plans to roll out more than 50 new franchise stores over the next five years.

Value fashion brand F&F plans to roll out more than 50 new franchise stores over the next five years, breaking into new markets across the Middle East and in Armenia, Azerbaijan, Georgia and Kazakhstan.

The brand is currently carried in a dozen countries — with stand-alone doors in Poland and the Czech Republic and 15 franchise stores in Saudi Arabia. In the U.K., it is sold exclusively at Tesco, where its sales rose 9 percent last year to more than 1 billion euros, or $1.52 billion at current exchange.

F&F is expanding its relationship with Al Hokair to open stores in Kazakhstan, Georgia, Armenia and Azerbaijan. It is also linking up with Dubai-based Al Futtaim to opening doors in the Middle East.

“We’ve had a strong year and our combination of good quality and contemporary design appeals to customers across the world,” said F&F chief executive officer Jason Tarry. “I’m excited to see F&F moving into these new markets, where there is an established and growing retail industry.”