French Connection has dragged out a possible sale of the business – for the second time this year – extending the process for another three months in light of ongoing discussions with “several interested parties”.

Even serial shopper Mike Ashley hasn’t pounced on the retailer yet, despite his high street buying spree and the fact he already controls a 27% stake in the business. That has helped fuel concerns that the “several” potential buyers are pretty lukewarm about a deal, or that price may be proving a sticking point.

Most famously known for its tongue-in-cheek ‘fcuk’ logo emblazoned on young people’s t-shirts in the noughties, French Connection’s offering has now lost its way as those once loyal, rebellious customers have grown up.