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

Updated: Tesco axes premium clothing line

Tesco has axed its ‘couture’ range following poor sales, according to reports.

The Daily Mail said large stocks of Tesco’s premium F&F Couture range were left over and the retailer was forced to reduce the prices of the range following a dive in sales. It had significantly reduced items including a maxi dress, which had been priced down from £120 to £20.

The line was described by Tesco as “signifying a new era for supermarket fashion”, when it launched in March 2010.

The move comes as Tesco, which is an official sponsor of London Fashion Week, has experienced a slowdown in its performance in its core domestic market and a profit warning after Christmas.

A Tesco spokesman told the paper that the retailer had no future plans to run another couture range.

A statement from Tesco to Drapers said: “F&F Couture was launched as a limited range within the wider F&F collection.  As with any clothing retailer, we continually review our ranges and introduce new collections. 

Our F&F spring/summer range, including our online exclusive Limited Edition range, is now available and proving popular with our customers.”

Readers' comments (5)

  • Duh! What did they honestly think was going to happen!

    Unsuitable or offensive? Report this comment

  • It was a hopeless move from the start. They should stick to what they know best, instead of getting involved in things they don't understand.

    Unsuitable or offensive? Report this comment

  • If Tesco treat their customers like they treat their suppliers they are doomed.

    Unsuitable or offensive? Report this comment

  • F&F Couture - Stick to tins of beans

    Unsuitable or offensive? Report this comment

  • Gosh, I still associate Tesco with food... so to buy a couture dress from Tesco is like going to Bury market and asking for original Prada dress.

    Unsuitable or offensive? Report this comment

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.