Arcadia’s Dorothy Perkins, Burton and Evans opened concessions in Tesco Extra stores in Greater Manchester and Cardiff yesterday.
The two stores, in Horwich near Bolton and Culverhouse Cross in Cardiff, also have concessions for Pavers, Sock Shop and Claire’s Accessories.
Tesco has refitted its F&F and general merchandise departments in the stores. The expanded fashion offer aims to complement the existing F&F ranges.
The move will be followed by the launch of Arcadia, Pavers, Sock Shop and Claire’s Accessories concessions at the Tesco Extra in Chesterfield, Arcadia and Claire’s at the Bradley Stoke store in Bristol and the three Arcadia brands at the Woolwich store, all on November 2.
The supermarket chain said it established the partnerships after surveying local customers, who said they were keen to have more fashion shopping options in the five locations.
“We’re always looking at new ways our stores can best serve the needs of local customers,” a Tesco spokesman said. “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.”
Tesco has introduced third party brands into several of its stores over the past few years, including Mothercare and Claire’s at its Prescot Extra store in Merseyside, and an Exercise4Less gym and Funky Monkeys play centre at the Stockton Extra store.
A spokeswoman for Arcadia said: ”Customer experience and data are key in today’s retail landscape, it is a combination of both that has enabled this exciting regional five store trial with Tesco.”