In The Style launches Tesco F&F collab

By

Sandra Halliday

Published
June 17, 2024

Tesco’s trading update last week highlighted how clothing sales are buoyant for the firm and it’s clearly reaching out to more brands to boost its third-party offer with In The Style (ITS) to launch its first collaboration collection with the supermarket giant’s F&F label.

Moving into the supermarket collab arena is a big deal for influencer collection specialist ITS and Tesco linking up with such a brand also underlines the strategic importance of fashion for the UK's top grocery chain. 

The F&F x ITS collection will launch in over 300 Tesco stores across the UK and on the In The Style website. What's particularly interesting is that apart from being available at Tesco superstores, it will also launch at various Tesco Extra stores. Such collaborations aren’t usually available at the smaller-format locations of the retailer in any collab partnership.

Sizes are 6-22, with prices ranging from £12.50 up to £39.50. It all launches at 8am on 20 June.

So what’s on offer? The range comes in a colour palette of black, cream and khaki. The collection features a range of satins, tailoring, plissé, and sequins “with an occasion vibe that’s perfect for the upcoming summer season”. We’re told it “will work well for races, weddings, holidays, and more”. 

ITS was founded on a influencer-linked model and fronting the launch will be social media influencers Georgia Louise (who has 1.2 million followers across Instagram and TikTok) and Hannah Brown (with 549,000 followers).

In The Style founder Adam Frisby said the partnership will be important for making the label more widely accessible.

And Ben Lee, Head of Design at F&F added that the launch is part of an elevation strategy at the retailer: “Like the rest of the range, we have really focused on elevating our fabric and quality this season to ensure they have longevity and can be worn again and again. Separates have been a key trend for versatility and multiple ways to wear, so this collection is focused on that with styles that can be mixed and matched with others in this edit or anything else in our F&F range.” 

As mentioned, the announcement comes shortly after Tesco highlighted the strength of clothing sales this year. For ITS meanwhile it represents a vote of confidence after what was a bruising 2023 for the business.

The company began last year with reports of widening losses and it launched a strategic review leading to the business being sold and the cancellation of its stock market listing.

The operating company was sold to Baaj Capital, owned by Jaswinder Singh, for £1.2 million but had been worth £105 million when it was first listed on the stock market in 2021.

The company predicted a return to profitability for the financial year that ended a few months ago (it hasn’t yet released its results for that year). And in December Frisby announced he was stepping back from day to day control of the company. But he said he’d still be involved as the founder and as a supportive shareholder. 

He’s also involved in key launches such as this one that seems to hint at a new beginning for the business.