Chief Executive of Tesco clothing, Terry Green, is to launch a ‘couture’ clothing range on the supermarkets online store . The F&F Couture online range of clothing represents the first move into high fashion by a supermarket chain, with 16 items set to retail for between £40 and £140. Mr Green lauded the move as a new era for supermarket fashion, claiming the range offers a combination of high quality and affordable clothing .
The announcement follows Mr Green’s revelation last week that he will step down as CEO of Tesco clothing after five years in the job. Mr Green has overseen an extremely successful five years for Tesco clothing, with sales up from £700 million to more than £1 billion, while market share has risen from 7 per cent to over 9 per cent. Mr Green had formerly been chief executive of department store Debenhams .
Supermarkets have become increasingly competitive in their clothing ranges of late, with Asda and Marks and Spencer trading blows over returns policies. The launch of F&F Couture represents the latest diversification of supermarkets, whose role as a grocer has been superseded by a wide range of products including loans and insurance .
