Tesco will launch an F&F central London pop-up for four days from May 30 during the Queen’s Diamond Jubilee.
The Covent Garden piazza pop-up will sell and showcase F&F’s exclusive online collections. The store will hold stock for display and so that customers can try on outfits, but shoppers will buy online via ipads.
Customers will also be able to try on garments virtually and there will be QR codes on all products allowing customers to shop via mobile.
Tesco will offer a Click-and-Collect service through a nearby Covent Garden Tesco Metro, letting customers collect orders the next day.
Almost two years ago, Tesco consultant and former clothing boss Terry Green told Drapers that Tesco was on the hunt for an F&F London flagship as a “one-off to showcase the brand and complement our online and supermarket offer”. Tesco has since dismissed the plans as speculation.