Tesco takes its lingerie upmarket in bid for M&S turf

by Daniel Farey-Jones, Brand Republic 27-Sep-09, 11:10

LONDON - Tesco is investing further in its recently created upmarket lingerie brand in an attempt to take share from the market leader, Marks & Spencer.

Tesco is to significantly increase the range and availability of its Diamond Boutique brand, which it launched in March, according to The Sunday Telegraph.

The range was created by Michelle Mone, the co-founder of MJM International, which makes the Ultimo brand of lingerie.

Terry Green, the chief executive of Tesco Clothing, told the newspaper: "Diamond Boutique has, without doubt, set a new standard in supermarket lingerie by focusing firmly on luxury, quality and fit.

"The range has clearly struck a chord with shoppers, which is why we have big plans to expand the brand, offering more designs, more sizes and in more outlets throughout the UK."

Marks & Spencer has a 26% share of the lingerie market and its advertising campaigns often feature its underwear to focus on its affordable luxury positioning.