The boss of the John Lewis Partnership has apologised to France after saying the country was "finished".
Managing director Andy Street held out an olive branch after a series of negative comments about the country were published on the front page of The Times.
He had made the critical comments at an event for entrepreneurs in London that included a competition for start-up businesses.
Mr Street described France as "sclerotic, hopeless and downbeat" and urged British business people with investments in the country "to get them out quickly".
He had said: "I have never been to a country more ill at ease … nothing works and worse, nobody cares about it."
Mr Street is the most senior executive in the partnership, which shares an equal percentage of profits among all workers.
He joked to the audience that an award given to the company at the World Retail Congress in Paris was "made of plastic and is frankly revolting".
"If I needed any further evidence of a country in in decline, here it is. Every time I (see it), I shall think 'God help France'."
However, on Friday, Mr Street said in a statement to Sky News that his comments "were supposed to be lighthearted views, and tongue in cheek".
He added: "On reflection I clearly went too far. I regret the comments and apologise unreservedly."
But the Gallic wrath may already be building, despite there being no John Lewis or Waitrose store presence in France.
After informing readers that Mr Street called the Eurostar terminal of Gard du Nord the "squalor pit of Europe", Les Echos called his comments "bitter and angry".
It then warned readers that John Lewis has plans to roll-out a website catering for French customers, with pricing in euros.
Les Echos then quipped: "The fuss is already assured."
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