Under the new venture, Yours Clothing has opened a new dual YoursClothing/Badrhino store inside the Tesco store at Serpentine Green Shopping Centre, in Hampton.
It is one of two new Yours Clothing stores that the fashion retailer will be trialling with Tesco.
A second store will open in the Walsall Tesco later this month.
Andrew Killingsworth, founder and chief executive of Yours Clothing, which employs 1,391 people at its head office in Bakewell Road, Orton Southgate, said: “I’m delighted with the Tesco store launch and to see new customers introduced to both the Yours and Badrhino brands is great.
“To be part of the Tesco shopping experience is a big plus for the business and our customers can enjoy a very convenient shopping experience with free parking and easy access.
He added: “I’d personally like to thanks everyone at Tesco for their help with this project, they have been a pleasure to work with and I look forward to the success of this store and potentially many more throughout the UK.
Mr Killingsworth added: “As the retail environment adapts to a new way of working, opening stores in partnership with Tesco is an exciting development for us and assists with our ongoing growth plans.”
The move comes nine months after Yours Clothing rescued the women’s speciality retailer Long Tall Sally after acquiring its online business and its intellectual property.