Folli Follie to open two Selfridges concessions

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Jewellery brand also planning launch of transactional website in May.

Folli Follie is planning to open two new Selfridges concessions in the coming months and will make its website transactional in May.

The Greek jewellery and watch brand will enter Selfridges Birmingham in May and Selfridges at the Trafford Centre in Manchester in June. The openings are part of a strategy to build the business through concessions in department stores.

Folli Follie is also planning to open another UK standalone store, most likely in London, by the end of the year.

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The brand will make its website, follifollie.com, transactional in May, allowing shoppers to buy direct online.

Folli Follie UK brand general manager Penny Grivea said that the brand is focusing on building awareness of the brand in the consumer marketplace, and as awareness increases it will roll out more stores. She said: “We want to raise the awareness of our brand and then open up other stores. The awareness isn’t there.”

Folli Follie has nine stores in the UK as well as two Brown Thomas concessions and one House of Fraser shop in shop.

 

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