Tesco said its new F&F store in West Kensington puts the grocer’s own brand clothing label toe-to-toe with high street fashion rivals.

Tesco today opened its first dedicated womenswear shop-in-shop in the London store.

F&F chief operating officer of Richard Collins said: “We’ve brought in our latest look and feel which is a combination of the work we have done in our standalone stores in central Europe and our investment refit programme in the UK.”

He added it has a “good balance of product, photography and visual merchandising” and “will stand up against any of the competition” on the high street.

Tesco COO Richard Collins