FITCH Helps Tesco Launch New Department Store Brand

This week, Tesco launched an exciting new department store brand called My, developed in conjunction with leading retail design consultants FITCH.

The opening of the first My department store in Liberec, near Prague, on 26 February will be the first in a series of stores under the new concept with plans to upgrade other sites over the next few years, including Prague and Bratislava, which will become flagship stores for the new brand later this year.

FITCH was appointed in May 2008 to create the new department store concept with Tesco, developing all elements of the brand experience, including brand strategy, name, identity, and environments.

Significantly, a substantial piece of planning work was completed by FITCH in the initial stages of the project to deliver for Tesco a fresh take on the standard "house of brands" approach to department store retailing.

These insights into the changing world of how we live and shop helped FITCH develop My's core brand idea of "Accessible Aspiration" and the subsequent creative development of the brand brings this to life instore.