Supermarket giant Tesco has revealed a partnership with Arcadia to open fashion concessions in its Extra stores to “complement” its own F&F fashion brand offering.
Arcadia brands including Dorothy Perkins and Burton will open in five Tesco Extra stores across the UK, while plus-sized fashion retailer Evans will open a concession in four. They will be joined by other fashion retailers including Claire’s Accessories, Pavers and Sock Shop, which have also taken space in the Tesco Extra stores.
The move comes as the supermarket is looking to seek better use of excess space in its bigger stores and transform them into shopping destinations, as well as offer their customers more fashion shopping options.
The first fashion shop-in-shops for Dorothy Perkins, Burton and Evans opened at Tesco’s Culverhouse Cross and Horwich Extra stores this week, both housing all six fashion brands. This will be followed up next month with openings at the Chesterfield Extra, which will also host all six concessions, Woolwich, which will open all three Arcadia fascias, while Bradley Stoke will open Dorothy Perkins, Burton and Claire’s Accessories concessions.
Dorothy Perkins, Burton and Evans to open in Tesco supermarkets
To complement the additional fashion offerings Tesco has confirmed that it has refitted its own F&F fashion brand, along with its general merchandise departments as part of the “rejuvenated” fashion proposition.
“We’re always looking at new ways our stores can best serve the needs of local customers,” said a Tesco spokesman. “Customers in the five locations told us they’d like to see more fashion options in their local area, so we decided to trial introducing some great brands to each store which complement our existing offer.”
Tesco isn’t the only supermarket looking to diversify its offering, within the past year Asda has trialled a partnership with sports retailer Decathlon at its Watford superstore.