Tesco is to create shop-in-shops for its new designer collaboration with Katharine Hamnett, a fair trade and organic clothing line that debuted in stores this week.
Tesco head of clothing Terry Green told Drapers that the initial 18-piece collection, called Choose Love, will be trialled over the next few months, with plans for Katharine Hamnett shop-in-shops to then roll out in selected Tesco stores.
The menswear, womenswear and kidswear collection, which is made from organic and Fairtrade-certified cotton, is available in more than 40 stores, with more lines set to debut in the coming months.
The first phase of the spring 07 womenswear collection includes a range of slogan-printed T-shirts, jersey tops and hoodies, with prices ranging from £10 to £15.
The men's range, which retails from £6 to £10, comprises T-shirts and polo shirts in green and blue. Both ranges will carry the slogan "Choose Love".
For kids, the offer is currently limited to T-shirts, priced at £5, with the slogan "Save A Future For Me" in blue, yellow and pink.
The second phase, which will be introduced in six weeks time, will include tops, while the third phase will expand to trousers in late July.