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FURNITURE group MFI is further distancing itself from its cheap and cheerful past with news today of a link-up with Ethan Allen, which it says is one of the best-known premium furniture brands in the US.
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The companies have signed a joint venture to pilot Ethan Allen stores in Britain, and the first phase of the partnership will see five outlets of about 10,000 sq ft, selling a selection of the Ethan Allen range of lounge, dining room, bedroom and home office furniture. The first store is due to open in London next May.
MFI and Ethan Allen are each investing £2m in the venture and will hold equal stakes. MFI chief executive John Hancock said: 'This is a large and growing market which is not served by any single retailer on a national scale.
'As the UK's major furniture retailer, this is a natural step for us. For a relatively small investment we get access to a major US brand. The nature of this partnership - using a successful model to access new customers - is low risk and low cost.'
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