F&F
Tesco · United Kingdom
F&F is the clothing brand of the British supermarket group Tesco, launched in 2001 as Florence & Fred. It is sold in Tesco stores and, since 2010, also in its own stores.
| Launched | 2001, as Florence & Fred |
|---|---|
| Owner | Tesco |
| Own stores | Since 2010 |
| Segment | Mass market and fast fashion |
| Website | tesco.com |
What is F&F?
F&F is the clothing label of Tesco, the British supermarket group. It was launched in 2001 under the name Florence & Fred in Tesco supermarkets in the United Kingdom and Ireland, and later shortened to F&F.
History
The brand first opened its own stores in 2010, starting with a London store. In the early to mid 2010s it expanded into stores in several other countries; the source used does not name them.
Business model and distribution
F&F is sold in Tesco supermarkets, through its own stores and online. Its online history has changed several times. It had its own UK website until 2016, when it moved into Tesco Direct. Tesco Direct closed in August 2018, which left F&F without a UK online presence. About a year later it partnered with Next, and Tesco then launched a scaled-down F&F range on Tesco.com.
- Tesco supermarkets: the original channel since 2001
- Own stores: first opened in 2010
- Online: own website until 2016, Tesco Direct until 2018, then a Next partnership and a smaller range on Tesco.com
Why it matters
F&F is one of the three main supermarket clothing brands in the United Kingdom. Its changing online strategy shows how difficult it can be for a supermarket label to build a stable e-commerce business.
Frequently asked questions
Who owns F&F?
F&F is the clothing brand of Tesco, the British supermarket group, and is sold in Tesco stores, its own stores and online.
What does F&F stand for?
F&F began in 2001 as Florence & Fred, a clothing range in Tesco supermarkets in the UK and Ireland.