Tesco goes high end

Tesco is following H&M as the leading high street omni-retailer to launch its first upmarket clothing range. Tesco is due to launch its new F&F Collection, designed by Lee Rees-Oliviere, as its most high-end clothing range to date. Lee Rees-Oliviere is Tesco's head of design and the new collections, available for both men and women, will feature occasionwear and formalwear in 25 key Tesco stores nationwide from next week. The label will compete head-on with the likes of Designers At Debenhams and Marks & Spencer's Autograph sub-brand.

The launch, according to Draper's is the latest in a long line of new initiatives at the supermarket level that will see it stretch its pricing and product beyond the value and basics line for which Tesco is known. Head of marketing for clothing Sean Murray said: "Because customers trust Tesco for clothing, we want to offer them a full range of products. Customers who had to shop elsewhere for something to wear to a wedding of a job intervie will now be able to buy those items from us too."

Prices for a women's suit are £30 for a skit and £60 for a jacket. A 1940's-style silk tea dress is £55, 100% wool culottes are £35, a black tuxedo trouser suit is £100 and women's merino wool fine knitwear is £20. For men, prices are £90 for a leather biker jacket, £35 for flannel trousers, and a wool/cashmere blend v-neck sweater for £30. The range will be refreshed every six to eight weeks.

F&F Collection by Lee Rees-Oliviere will have a dedicated area in store adjacent to the less expensive Florence + Fred lines. The shopfit will feature heavy graphic treatment to differentiate the sub-brand and each garment has a swing ticket with a photo of Rees-Oliviere.