George at Asda has launched a 100-day returns policy across its entire range, as it seeks to step up the competition on rivals Primark, Tesco and Marks & Spencer.

George said it was able to offer the 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 item has been worn or washed, if they “are not completely satisfied with the quality”.

It follows the launch in July last year of a 100-day trial on its school uniforms. That trial saw only £900 of goods returned out of sales worth £9m.

Fiona Lambert, brand director at George, said: “Even though officially it’s the end of the recession, the attitudes we have developed towards being less wasteful are here to stay.

“Although we all want to ‘make do and mend’, the reality is that the busy Asda mum just doesn’t have time. The George 100 day quality guarantee now means that our customers should be just as happy with a George garment after washing and wearing as the day they bought it.”