In response to shopper demand, Tesco has re-introduced its own-brand of clothing, F&F, launching the range on Tesco.com and also making it available via its Grocery and Clubcard App.

For the first time since 2018, Tesco customers will be able to shop a wide range of stylish and affordable F&F collections online, spanning womenswear, menswear, childrens’ clothing, footwear and accessories. Tesco first launched its F&F clothing line back in 2001 and by 2009 the supermarket’s own-brand fashion label has its standalone website before Tesco took the decision to transition it to Tesco Direct in 2016.

Supermarket own-brand apparel has been gaining popularity on social media, with TikTok influencers turning to supermarket dupes and affordable wardrobe staples from Asda and Tesco rather than traditional High Street fashion retailers like Zara, the Daily Mail reported back in February. Collabs with celebrities including Abbey Clancy and Zara McDermott, who have released their own F&F lines with Tesco, have also help drive demand – but until this week, shoppers could only buy F&F in-store.

“We are thrilled to bring F&F clothing to Tesco.com and our Grocery and Clubcard App,” Katja Ahola Klamkin, Tesco Group MD for Home & Clothing, said. “We know our customers love the quality, affordability and style of F&F and this will make it even easier and more convenient to shop the ranges they know and love.”

The range includes fashionable and quality pieces through the F&F Edit, as well as Sports and F&F Active Athleisure clothing. It will also feature exclusive collaborations and high-demand seasonal items, such as school uniforms. The online range will continue to expand over the coming months.