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Tesco unwraps party brand online to rival Lipsy and Rare

Tesco is to take on young fashion partywear brands Rare and Lipsy with the launch of an exclusive collection created by east London designer DollHouse Fashions on its website.

Tiger Blonde will launch in mid-September targeting women aged 18 to 25. It is a sister brand to DollHouse Fashions’ Liquorish range, which is already sold on Tesco’s site and is aimed at women in their late-20s.

The 12-piece collection includes dresses, leggings and tops and incorporates wet-look fabrics, lace and panne velvet in midnight blue, black, gold, soft pink and tonal creams. Dresses will retail at between £35 and £40 and leggings will be priced at £25.

Jon Bennett, Tesco online buying director for clothing, described Tiger Blonde as “edgy, yet stylish” and said: “We expect this exclusive collection to appeal to our younger customers, offering a unique yet up-to-the-minute look”.

A Tesco spokeswoman added that the range would compete with Rare and Lipsy.

Both Rare and Next-owned Lipsy have found great success with their short, sexy, ‘Saturday night’ dresses, which nod to catwalk trends without slavishly following them.

Tiger Blonde will be the third brand from a relatively unknown designer to launch on the Tesco clothing site, following Liquorish and women’s streetwear brand Ruby Rocks. The supermarket is planning to add additional brands.

Verdict Research analyst Maureen Hinton said Tesco could carve a place in the crowded young fashion partywear market. “If it can bring together partywear from several independent brands then it will provide a destination for its customers and become an easily identifiable place for young people to shop.”

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