Tesco Serves Up A Cart Full Of Fashion

Tesco, the UK-based grocery chain, is launching a new fashion line. Branded F&F Couture, it will feature 16 items with prices up to $212 on clothingattesco.com later this month.

The collection was unveiled during London Fashion Week complete with a runway show and pumping music track. Pieces included a vibrant printed silk tunic, a brown/white striped vest, a pastel printed pantsuit and a tulip skirt.

Jan Marchan, buying director at Tesco Clothing, said: "F&F Couture signifies a new era for supermarket fashion. And we're so confident that the range will be a success that work has already begun on the Autumn/Winter range."

However obscure it is to have a little fashion alongside your produce, the concept has worked at European retailers like Monoprix in France and Marks & Spencer, whose gourmet Simply Food stores complement their retail offerings. Wal-Mart and Target are also doing their best to create one-stop-shops for the busy consumer. However, Tesco is going a bit higher-end, which will make it a tougher sell. It’s one thing to buy a $10 shirt at Wal-Mart, yet quite another to drop $136 on a jacket decorated with metallic silver sequins at Tesco.