Multiple retailers dealing in childrenswear will benefit from a fundamental shift over the past five years in where people buy their children’s’ clothes.

According to a new report from Verdict - Childrenswear Retailers - value clothing retailers’ share of the childrenswear market has nearly doubled to 20.2% from 10.6% in 1996.

Big share grabbers in 2001 were George at Asda and Matalan, both gaining 0.8% with George Essentials, launched at the beginning of last year, selling up to 30% cheaper than standard George lines.

Verdict said sales of Marks and Spencer’s childrenswear range was “in recovery”, as it looks to woo shoppers with an eye on fashion and keener prices.