Tesco has pledged to take its Extra stores even further through its recent partnership with retail group Arcadia. Its fashion stores will be implemented as shop-in-shops in Tesco supermarkets around the country.
Sir Philip Green's brands, including Dorothy Perkins and Burton, will open in five Tesco sites across the UK and Evans will also have concessions in four. In addition to these Claire's Accessories, Sock Shop and Pavers will also be given space in Extra stores.
Tesco Extra opened shop-in-shops for all six retailers in Horwich and Culverhouse Cross yesterday. As of November 2 Chesterfield Extra will also house all six retail brands. All three Arcadia stores will open concessions in the Woolwich store and Bradley Stoke will open Dorothy Perkins, Burton and Claire's Accessories on the same day.
Britain's biggest retailer by market share, said that its latest venture with Arcadia is an attempt to transform its larger locations into shopping destinations for fashion as well as groceries. Tesco added that the five stores where the scheme will pilot had customers who were "particularly keen" to have greater fashion options.
While these changes are made, Tesco has maintained the notion that the concessions will "complement" its F&F fashion brand offering. The brand will be renewed as part of the retail giant's new venture.
“We’re always looking at new ways our stores can best serve the needs of local customers, said a Tesco spokesperson. "Customers in the five locations told us they’d like to see more fashion options in their local area, so we decided to trial introducing some great brands to each store which complement our existing offer. "
Rival Asda has also been making changes to entice its customers into stores. The supermarket is trialling a partnership with the French sports retailer Decathlon at its Watford superstore. Similar to Sainsbury's, it has also changed its floor layout by moving its fresh produce to the front of the store. A new cafe has been introduced, as well as the revamp of its George fashion and home wear offerings.
Tesco reported that till transactions rose 1.5% and sales volumes rose 1.4% in the 26 weeks to August 29. In addition, Kantar data approximated that the store had attracted 140,000 new shoppers this year. As a result of this the supermarket chain believes its latest venture will assist in meeting the needs and expectations of its customers.