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Retail roll-out fuels Firetrap growth

Firetrap has ramped up its UK and international retail expansion plans under new chief executive Pan Philippou.

The business is to open a store in Belfast next month, which will be Firetrap’s fifth in the UK. Stores will follow in Nottingham in July and the new White City scheme in London in October.

Firetrap will also open its first store in the Middle East in Dubai next month after a six-month delay because of building difficulties. The young fashion brand signed an international franchise agreement via parent company World Trade and Design with Middle East retailer the Paris Group last year, and plans seven shops in the region.

Firetrap is also testing the market on the continent by opening five concessions in Italian retailer Coin, in locations including Milan and Rome.
The retail developments are being overseen by new Firetrap retail director Nick Starsmore, who is working as a consultant at the brand. He was previously international chief executive of Evisu.

Philippou, who joined Firetrap last September from Diesel in the US, where he was chief executive, said: “We want a sprinkling of stores in the UK to represent the brand. The company has a lot of talent and most of the work has been going on behind the scenes. Belfast will be the first indication of the fruits of our labour.”

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