Tesco Direct launches catalogue of products

In a challenge to rival retailer Argos, Tesco Direct is to launch a 1,000 page catalogue which will add approximately 2,000 extra products to its existing 184-page version.

The catalogue will reach stores in March and will include 10,000 non-food lines to its range. Over time the range is expected to reach 16,000 lines.

Since the launch in autumn 2006, Tesco has carried out very little direct marketing for its non-food products and it is thought this catalogue will encourage the promotion of these lines for the supermarket giant.

Tesco will not disclose separate sales figures for Tesco Direct. However, after the Christmas season it announced that sales at Tesco.com, which incorporates both food and non-food orders, rose by more than 30% to reach a profit of £150m in the six weeks to January 6.

Items available on the Tesco direct website include computers, home electricals, furniture, power tools and baby and toddler products.

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