With Harris + Hoole coffee shops, Tesco takes phantom branding to the next level

There is more to the new coffee shop chain Harris + Hoole (H+H) than meets the eye. At first glance it appears to be an independent concern. In reality, H+H is part-owned by Tesco. While the creation of a seemingly ‘independent’ brand could pay dividends for the world’s third-largest retailer, it can also put brand equity at risk.