Famous Brands eyes swish Africa with Paul deal

In February, Famous Brands will launch an outlet of Paul, the French chain of bakery-cafes, in Melrose Arch in Johannesburg, marking the group's first tie-up with a global brand since 2001. The association with Paul, outlets of which will be owned by the company and not franchised, aligns with the group's strategy to build its portfolio of premium brands catering to the upper end of the market, following its success with tashas, Mythos, Vovo Telo and Turn 'n Tender.