The managing director of George at Asda is taking on the high street this Christmas with more knitwear and coats designed to be given as gifts.

Anthony Thompson, previously of M&S, said the fabric quality had been improved since he took charge two years ago and customers now trusted George on higher-priced items. "We've put significantly increased budgets into gifting," he said. "People have said they want to be proud to give George as a gift and happy to receive it."

Customers had asked for more accessories, scarves, gloves, hats, and both knitwear and nightwear that was suitable to be given as a gift. "What people want at Christmas is something that is well made and will last," he added.

Last week TNS figures revealed George had become the number one clothing retailer by volume in the UK, ahead of Primark, M&S and Tesco.