Deacons Signs Franchise Agreement with Tesco For The F&F Brand

Deacons Signs Franchise Agreement with Tesco For The F&F Brand

Leading retailer Deacons (East Africa) Plc has signed an exclusive franchise agreement with F&F, the fashion brand of UK based TESCO. With this agreement, Deacons has acquired the regional franchise rights for the F&F fashion brand that caters for men, women and children.

With a presence in Europe, Middle East and Asia, F&F is a global brand that is sold in over  2000 stores across Six European markets, and Seventeen additional markets where it has franchise stores.

These are exciting times for our customers whose ever-changing trends and demands have necessitated the need for new and differentiated offerings. This will enable us to capitalise on the increasing retail opportunities and growth in the middle class segment in the region. This partnership will allow us to offer key fashion categories and enable us to roll out stores across the region in line with our 5 year strategy to be a 60 store multi-brand operation by 2020.” said Deacons Chief Executive Officer, Muchiri Wahome.

“We are delighted to have selected Deacons to be our franchise partner in Kenya.  Deacons has a strong track record and we are looking forward to working together to bring F&F’s affordable fashion to the region.” said F&F Global Partnerships International Director, Marcus Chipchase.

With the signing of this agreement, Deacons will launch the brand in two stores at the Sarit Centre and the Hub, in Karen ahead of the Christmas season.