Following its relaunch of F&F Online, Tesco is expanding its digital fashion offering, with additional styles and exclusive ranging, supported by enhanced search functionalities to deliver more seamless outfit inspiration and CX.
The new online experiences across its web platform and app now offer shoppers access to 400 new styles, from everyday essentials to occasion wear.
Enhanced search tools will support customer journeys across F&F’s channels, helping shoppers find and discover the styles, colours and sizes they want faster. Meanwhile, an F&F Wishlist feature allows consumers to curate their search and bring their favourite items together in one place.
“F&F has become a destination for customers looking for great style at great value, and we’re continuing to invest in making that experience even better,” said Katja Ahola Klamkin, MD of Home & Clothing at Tesco.
“Our refreshed online offer across web and app brings customers more fashion choice than ever before, as well as enhanced search tools and curated styling inspiration, making it easier to discover and shop complete outfits with confidence.”
The investment comes as F&F continues to perform, with annual clothing sales exceeding £1billion and the brand growing +5.1% in 2025/6, as more customers choose Tesco for affordable, trend-led fashion.
This mirrors wider fashion shopping behaviours, which are seeing more consumers choose supermarket 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.
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