Almost a year after launch, the Jeff & Co clothing range designed for Sainsbury by Jeff Banks has proved a resounding success, says the chain. Jeff & Co has been rolled out to 31 stores across the UK, with a further roll out to 36 stores by April. Sainsbury is now developing an extended range of Jeff & Co gifts and accessories after these proved a hit with shoppers over Christmas. A spokesman said: "Recent market research has shown we are picking up traditional Asda and Tesco shoppers who are coming to JS because they like our designs and high quality". The claim is denied by Asda, which said its like-for-like general merchandise and clothing sales topped 30% in the run up to Christmas. l Sainsbury is still looking for a trading director to head its non food and ambient division after the departure of James McCann last November. {{NEWS }}