A successful French high street chain is opening its first Irish store later this year, writes Gretchen Friemann.

Promod, one of France's largest and most successful high street fashion chains, is set to follow the lead of its main European rivals and expand into Ireland later this year.

The brand's first Irish store will be unveiled in the Athlone shopping centre in October while a second shop is scheduled to open in Dublin before Christmas.

If the two stores are successful, Promod will launch an aggressive roll-out of 20 to 25 outlets over the next three years in a move that could radically shake up the already intensely competitive retail market.

Like its chief competitors, Zara and H&M, Promod specialises in the fast turnaround of catwalk- inspired designs at mass market prices. But up until now, and unlike its Spanish and Swedish rivals, the French brand has steered clear of English-speaking locations, preferring to concentrate its growth strategy on the Continent.

While the women's clothing giant directly controls most of its European stores, its Irish venture has been franchised out to three Dublin-based businessmen. Sunil Shah, David Jones and John Smith are the co-owners of the Tommy Hilfiger franchise in Ireland and are thought to be investing over €5 million in the roll-out of the Promod label.

A company established to run the business will be incorporated within the next few weeks.

According to industry sources Promod is paying a rent of around €200,000 for a 2,500sq m (26,910sq ft) store at the Athlone town centre and negotiations are currently underway for a second outlet in either Liffey Valley or Blanchardstown.

Although many Irish consumers may be familiar with the brand from holidays in France and Spain, where Promod is a high-street staple, the retailer's entrance into the Republic is far more cautious and low-key than other European names.

Industry sources claim this is because the French chain does not enjoy the same international profile as global heavyweights Zara and H&M, who both run sizeable operations in the UK and US.

A retail expert closely connected to the Promod venture, claimed the three partners were wary of taking a risk with an expensive city-centre location without having some indication of how the brand would perform in the Irish market.

He added that if Promod's appeal proves as strong as it is on the Continent "then the brand will soon be in all of Ireland's main cities and regional centres".

Despite the French chain's relatively muted arrival, the consensus view within retail circles is that the business will grow rapidly not only because the "fast-fashion" sector is vastly out-performing all others but because the team behind Promod's launch is regarded as among the most experienced in the industry.

Sunil Shah, who is originally from Kenya, manages the popular Pepe label, which he acquired when he moved to Ireland in 1981 while John Smith and David Jones are behind the 15-store Best Menswear chain.

However, if Promod grows at the pace it is expected to, Shah, Smith and Jones will be competing against some of the biggest players in the multi-billion euro fashion business.

Like other fast-fashion multiples, Promod prides itself on being able to sell ultra-trendy clothes at competitive prices.

It appeals to teenage girls as well as women in their 30s and 40s and is famous in France for its ability to translate key seasonal looks into a broad range of styles and sizes.

The company, which was founded in 1975, employs 3,000 people and has more than 510 stores in over 20 countries.