Alex Avisse-Williams joins Tesco to lead Home and Clothing digital strategy

Avisse-Williams joins the supermarket giant as it intensifies its digital footprint. In a public statement regarding his transition, he noted his intent to build on the momentum established by the team over the past 18 months, particularly regarding the relaunch of the F&F brand online. He highlighted his recent positive personal experience with the retailer’s fulfilment operations, signaling an interest in maintaining high service standards as he steps into the role.

This leadership change coincides with a broader push for technological integration at the store level. Tesco is currently trialing virtual try-on technology powered by AIUTA at its Sandhurst Extra location, allowing customers to sample roughly 1,500 clothing items digitally. The initiative is paired with a comprehensive refresh of the store’s physical layout, including upgraded changing rooms and a modernized service hub, aimed at bridging the gap between digital convenience and in-store browsing.