Tesco has launched its standalone online fashion shop and hopes that sales will grow to account for 10% of total clothing turnover.

The site, www.tesco.com/clothing, made its debut with 3,500 product lines and 20 brands. It features womenswear, menswear, kidswear and accessories.

Tesco clothing brands including F&F and Cherokee are stocked, as well as labels such as casualwear brand Henry J Finn, urban menswear brand Method, London label Liquorish, handbags by actress Mischa Barton and fairtrade demin by Monkee Genes.

Tesco stopped the sale of clothing online in March last year, less than six months after it launched an etail fashion offer. The grocer said at the time it was reviewing the results of the trial.

Tesco clothing chief executive Terry Green said Tesco’s clothing arm is “well over a £1bn business” and “still growing market share”. He said 60% of the clothing range is not seen in 80% of Tesco stores, so the online venture will enable more customers to purchase the products.

The site also features a “get the look” section where customers can find out how to emulate the latest catwalk styles.

Green said: “Clothing is not only one of the fastest growing online markets, but the word ‘clothing’ is also one of the most searched for categories at tesco.com so we know the site will be popular with both existing and new online customers.”

The site will feature an extra 1,000 fashion lines that are not available in stores and exclusive offers. The retailer will also launch a F&F Couture line including items priced at more than £100. Green said that Tesco will collaborate with well known designers on product ranges in future.

The launch is being supported by a TV, online and print advertising campaign.