Tesco makes London superstore a flagship for F&F clothing brand

Kasmira Jefford
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TESCO confirmed yesterday that it plans to launch a London flagship store for its F&F clothing brand this Autumn.

The UK’s largest supermarket group said it will open a 5,000 square feet concession on the mezzanine floor of its Kensington superstore around October.

Tesco already has F&F concessions within stores in Woolwich in south east London and Pitsea in Essex. But the Kensington store will be the first time the clothing brand displays its full range in central London, where it has been given relatively little space within stores up until now.

The group’s larger stores have been undergoing a radical overhaul as part of a £1bn turnaround plan put in place 18 months ago.

It has been cutting the amount of space dedicated to electricals and DIY products and replacing them with higher margin products such as cosmetics while also dedicating more space to food and leisure.

Tesco will this week unveil these changes at its Watford store, including an F&F store, a Giraffe restaurant and a Euphorium Bakery.