George leads with 100-day returns

The clothing brand George at Asda today became the first retailer to offer customers a 100-day returns policy across its entire range, as it attempts to turn the screws on rivals Marks & Spencer, Tesco and Primark.

George said it was able to offer the "no quibble guarantee" after investing £40m in the quality and durability of its product range over the past 18 months. Customers are entitled to a full refund, regardless of how many times the clothing has been worn or washed, if they "are not completely satisfied with the quality".

The move by George follows the launch in July 2009 of a successful 100-day returns policy trial on its school uniforms, which saw just £900 of goods returned out sales worth £9m.

The extension throws down the gauntlet to M&S, which last year cut its returns policy from 90 days to 35. Many high-street retailers offer a 28-day returns policy for customers with valid receipts.

Fiona Lambert, the brand director at George, said: "If any other retailer can be as confident in their quality they should follow our lead."

James Thompson