Tesco's fashion brand

Tesco has confirmed it will open a standalone store for its F&F clothing brand in Prague in October.

The first ever standalone F&F shop will be in the Palladium shopping centre. The 5,920 sq ft-store will stock F&F’s autumn collection when it opens.

If successful, the format could be rolled out across the Czech Republic and neighbouring countries such as Hungary, Poland and Slovakia. The store’s fascia will be F&F and there will be no Tesco branding.

Products sold in the store will include a clothing offer for men and women, footwear, lingerie, jewellery and accessories.

The move comes as Tesco is also searching for a site for an F&F shop in central London. F&F clothing international chief executive Jason Tarry said: “In central Europe, F&F is seen as a fashion brand in its own right. Clear marketing and point of sale have established a brand awareness of 71% 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”.

At present, F&F is available only in hypermarkets and department stores in the region. It entered the region in 2008 and is the market leader in Czech Republic and one of the top three fashion retailers in central Europe. Worldwide, F&F is available in 11 countries.

In addition Tesco launched a F&F Limited Edition online recently with about 300 products. It comprises smart and casual womenswear, ranging from £10 to £65.

New lines will be added each week with more than 500 pieces expected to be available before Christmas.

Tesco buying director for online Jon Bennett said the initiative was “about offering a greater breadth of fashionwear for our customers”. He added: “We want shoppers to keep coming back and check out what is new on the site.”

He said he also expected the range - which includes an aviator jacket, monochrome polka dot shirt dress and a belted khaki coat - to build brand awareness.