Tesco has axed its premium range F&F Couture following poor sales, according to reports.
The Daily Mail said large stocks of F&F Couture were left over and the retailer was forced to reduce the prices of the range following a dive in sales. It had significantly reduced items including a maxi dress, which had been priced down from £120 to £20.
The line was described by Tesco as “signifying a new era for supermarket fashion”, when it launched in March 2010.
The move comes as Tesco, which is an official sponsor of London Fashion Week, has experienced a slowdown in its performance in its core domestic market and a profit warning after Christmas.
A Tesco spokesman told the paper that the retailer had no future plans to run another couture range.
A Tesco spokeswoman told Retail Week: “F&F Couture was launched as a limited range within the wider F&F collection. As with any clothing retailer, we continually review our ranges and introduce new collections.
“Our F&F spring/summer range, including our online exclusive Limited Edition range, is now available and proving popular with our customers.”