Tesco has today opened its first dedicated womenswear shop-in-shop for its F&F clothing brand as the grocery giant looks to turn up the heat on high street fashion rivals.

The 2,300 sq ft store is on the mezzanine floor of a Tesco supermarket in West Kensington and is seen as the next step in the grocer’s attempt to rival the likes of H&M and Zara.

The shop features a multichannel area featuring a transactional kiosk, an iPad to browse online exclusives and several displays showing catwalk shows.

Tesco has revamped its merchandising to make its logo more prominent through tables in the shape of an ‘F’ and an ‘&’.

The store does not feature any mens or childrenswear nor essential basic clothing.