The first details have emerged of Tesco's plans to extend its F&F fashion brand into homeware.
The retailer has drawn up new logos for the range, which will have a good, better, best hierarchy under F&F Home Basics, F&F Home and F&F Home Collection.
The Grocer has now learned that the labels, which cover a raft of homeware including kitchen lines and home furnishings, were registered at the Patent Office last month.
A spokesman for Tesco confirmed this week it was still "looking at opportunities" and that the range had yet to be finalised.
Tesco head of non-food Richard Jones outlined plans to move F&F which is 10 years old next year into the home aisle in March. It was initially thought the new range would launch this year.
Currently, its own-label homeware is sold under its Tesco standard brand and a premium Finest offer.
The expansion of F&F comes four years after Asda launched George into homeware and two years after Sainsbury's created Tu Home. Tesco's own-label expansion has until now focused on Finest, which was extended from food into homeware in 2002, followed shortly by clothing.
Although Tesco does not publicly break out sales figures for F&F, the brand is becoming a crucial part of its £1bn clothing business and a focus for investment.
F&F is also set to become a standalone clothing chain, with its first store due to open in Prague next month. If successful, F&F international chief executive Jason Tarry said it could roll out across the Czech Republic, then, potentially, worldwide.
The retailer has drawn up new logos for the range, which will have a good, better, best hierarchy under F&F Home Basics, F&F Home and F&F Home Collection.
The Grocer has now learned that the labels, which cover a raft of homeware including kitchen lines and home furnishings, were registered at the Patent Office last month.
A spokesman for Tesco confirmed this week it was still "looking at opportunities" and that the range had yet to be finalised.
Tesco head of non-food Richard Jones outlined plans to move F&F which is 10 years old next year into the home aisle in March. It was initially thought the new range would launch this year.
Currently, its own-label homeware is sold under its Tesco standard brand and a premium Finest offer.
The expansion of F&F comes four years after Asda launched George into homeware and two years after Sainsbury's created Tu Home. Tesco's own-label expansion has until now focused on Finest, which was extended from food into homeware in 2002, followed shortly by clothing.
Although Tesco does not publicly break out sales figures for F&F, the brand is becoming a crucial part of its £1bn clothing business and a focus for investment.
F&F is also set to become a standalone clothing chain, with its first store due to open in Prague next month. If successful, F&F international chief executive Jason Tarry said it could roll out across the Czech Republic, then, potentially, worldwide.
No comments yet