French Connection returns to Guildford as UK expansion continues

By

Nigel TAYLOR

Published
March 25, 2024

French Connection’s expansion strategy continues with the fashion and lifestyle retailer opening a new store in the heart of Guildford.

The weekend opening marked a return to the city that was one of the brand’s original retail destinations. 

Situated on the high street, the store replicates the brand’s “aesthetic and design… featuring a clean and minimalist atmosphere that enhances the carefully curated product offerings” across women's and menswear.

The opening follows a return to another city centre in early December with a 2,189 sq ft store arriving at the Manchester Arndale centre.

It’s all part of a store expansion strategy from 30 UK physical stores currently to between 40 and 50 over the next few years. Target formats include both outlet and full-price stores on high streets and in shopping centres, according to French Connection managing director of direct to consumer Simon Donoghue.

On the list of potential full-price stores are Edinburgh, Milton Keynes and smaller towns such as Windsor and Solihull, plus university hubs Oxford and Cambridge.

It’s all a contrast to the firm’s closures of several years ago when its declining performance meant a large number of stores were shuttered, including some major flagships.