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”.