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    Fresh & Easy Spies the East Coast

    Sources claim a distribution center will be built in Chicago, and stores will launch in New York and California.

    LONDON -- While Tesco's Fresh & Easy Neighborhood Markets are generating considerable buzz on the West Coast, published reports state that the retailer is driving to expand the concept east, first in New York and Florida, and a distribution center with stores in Chicago.
    A U.S. source told Retail Week Tesco was "definitely" considering the development of a distribution center and Fresh & Easy stores in the Chicago area.

    A Tesco spokesman told Retail Week the company's primary focus in the U.S. are its newly launched markets on the West Coast.
    "We opened our first six stores in L.A. last week and five stores in Las Vegas this week. For the moment, we are focused on opening more Fresh & Easy stores in these cities, along with Phoenix and San Diego," the source told Retail Week, and declined to comment on the possibility of a Chicago area development.

    Meanwhile, the Times Online reported that the company may be looking to expand on the East Coast in New York and Florida.
    Citing industry experts, the Times Online reported Tesco officials are researching across the East Coast, looking for potential locations in New York and Florida.

    The key to the company's success in the U.S., where other British retailers have failed, will be opening as many of the stores as quickly as possible, the report stated. "You can't afford to trial in America," he told the Times Online. "You go from the outset or else you get copied. There are no secrets in retail. If you look at successful retail companies over the years, what has characterized them is the fact they move at a fast pace."

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