Once seen as a quick add-on during the weekly grocery run, supermarket fashion has now stepped confidently into the spotlight—and Tesco is leading the charge. With the launch of F&F Online on Tesco.com and its Grocery and Clubcard App, the retail giant is responding to a clear shift in consumer habits: a growing appetite for high-quality, affordable fashion from supermarkets.
Supermarket clothing ranges like Tesco’s F&F are no longer just about basics. Today, they include trend-led designs, stylish seasonal collections, and even exclusive collaborations. The online F&F Edit, for example, features curated pieces for women, men, and children, offering everything from activewear to occasion-ready outfits—all at supermarket-friendly prices.
What’s driving this surge in popularity? A mix of affordability, convenience, and surprisingly strong design credentials. As inflation continues to affect household budgets, shoppers are increasingly drawn to fashion that balances cost with quality. Add to that the ease of picking up an entire outfit during a grocery shop—or now, browsing while ordering food online—and it’s clear why supermarket fashion is booming.
Tesco’s latest move to take F&F fully online strengthens its position not just as the UK’s top online grocer, but also as a serious player in the fashion space. By integrating F&F into its website and app, Tesco is offering customers a seamless shopping experience that allows them to earn Clubcard points while refreshing their wardrobes.
Katja Ahola Klamkin, Tesco Group Managing Director for Home & Clothing, captured the momentum perfectly: “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.”
With F&F Online joining the wider Tesco Marketplace, the brand is redefining what customers can expect from a supermarket. It’s no longer just about food—it’s about fashion, lifestyle, and everything in between.