Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Tesco showcases F&F aspirations in London store

Tesco is looking to establish its clothing label F&F as a brand in its own right after launching its ­ first distinct womenswear shop-in-shop in the UK this week.

The supermarket opened the doors of its debut F&F-branded venture in its Tesco branch in West Kensington, London, on Wednesday. The 2,300 sq ft space is based on F&F’s international standalone stores.

A company spokesman said the move was part of Tesco’s plan to turn F&F into a “bona-­fide fashion label”. The shop has none of the supermarket’s branding and is designed to appear distinct from the groceries business. It also features F&F’s ­ first online kiosk in central London, which enables customers to buy from the extended range while in-store.

F&F chief operating officer Richard Collins said the idea was to “create a more boutique feel … focusing on womenswear, while promoting our online collection too”.

He added that the “boutique is the next step in the development of the F&F brand”.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.