Tesco will launch an F&F central London pop-up for four days from May 30 during the Queen’s Diamond Jubilee.
The Covent Garden piazza pop-up will sell and showcase F&F’s exclusive online collections. The store will hold stock for display and so that customers can try on outfits, but shoppers will buy online via iPads.
Customers will also be able to try on garments virtually using augmented reality and there will be QR codes on all products allowing customers to shop via mobile.
Tesco will offer a Click-and-Collect service through a nearby Covent Garden Tesco Metro, letting customers collect orders the next day.
Tesco online clothing director Emily Shamma said: “We are excited to be able to bring a taster of our online F&F summer collection to London’s Covent Garden for new customers to discover and experience firsthand the fashion forward range available at tesco.com/clothing. We see this as a springboard for exciting projects in the future.”