Greek brand slows aggressive UK expansion as it strengthens business.

Folli Follie is planning to open two standalone stores and two concessions in the UK in 2011.

The Greek fashion jewellery and watch brand is planning to slow down its store opening programme after opening 10 stores and concessions in the UK in the past 12 months.


Folli Follie UK brand general manager Penny Grivea told Professional Jeweller: “There are more stores in the pipeline but we’re trying not to be too aggressive with it. I want to build the business even more before I start looking at more stores as you need to make what you have look 110 percent, especially in these times.”

Folli Follie has just soft launched a new collection called Match & Dazzle. The range of “blingy” costume jewellery has more than 300 SKUs with prices starting at £30.

Grivea said that Match & Dazzle will be a “big driver next year”. The collection will officially be launched at the beginning of 2011 but has been given a soft launch in the run up to Christmas and Grivea said that she is encouraged by the sales that are “starting to trickle through” for the range.

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