Fitch’s My brand launches for Tesco in Czech Republic

My’s first department store, branded and designed by Fitch for Tesco, opens today in Liberec in the Czech Republic.

Fitch was appointed in May 2008 to develop all elements of the brand experience for My, including brand strategy, name, identity and environments.

The Liberec store will be the first in a series of My stores. There are plans for branches in Prague and Slovakian capital Bratislava, which will open as flagship stores for the brand later this year.

Fitch says the name My was chosen because it is simple, easy to remember and internationally recognised. In Czech the name carries a historical reference to the Maj department store in Prague.

Simon Threadkell, creative director at Fitch, says, ‘Tesco has always been at the forefront of large-format retail design, and this project brings together a number of key themes, about the way we interact with retail brands, into one successful department store format.’

Marcus Chipchase, managing director of department stores for Tesco, says, ‘Our new stores offer customers what they have told us they want: a wider assortment of local and international brands, a world-class shopping environment and great customer service.’

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