Tesco and Asda are leading the way in the European supermarket sector with their non-food ranges, according to a report by market research company Mintel.

The report states that Tesco, which sells clothing brands Florence & Fred and Cherokee, and Asda, which sells the infamous George at Asdalabel, have both developed strong and well-focused brands that are appealing to shoppers outside the UK and are well ahead of the non-food ranges of their European competitors, such as Carrefour in France.

Sales of clothing at Tesco were up 39 per cent in the six months to August 14, and George at Asda generates annual sales of well of GBP1 billion.