Tesco has unveiled plans to relaunch a standalone website for its F&F clothing range later this year, creating a digital destination for affordable fashion.

Aiming to launch the dedicated website next month (Sep 2026), the move follows the return of F&F to Tesco.com last year when it made over 2,000 products available online and via its Clubcard app for the first time since 2018 in response to growing customer demand for own-brand apparel.

Recent research by from product intelligence business, Vypr, pointed to the rise and rise of supermarket fashion labels. Its poll showed that two fifths (38%) of UK consumers now buy more supermarket clothing than they did two years ago. The same study also revealed that 81% think supermarket fashion collections have become more acceptable and stylish, with pricing and quality perception also improving.

“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,” said Katja Ahola Klamkin, Tesco Group MD for Home & Clothing.

The new F&F site aims to offer an “inspiring” way for customers to shop the clothing brand, Retail Gazette reported, signalling the supermarket’s ambition to build on renewed demand for F&F and strengthen its role within the grocer’s wider proposition.

“F&F has become a go-to destination for stylish, affordable fashion that keeps pace with customers’ ever-changing needs,” said a Tesco spokesperson who spoke to TheIndustry.fashion. “As our range continues to grow and inspire customers, we want the online experience to reflect that excitement.”