Tesco’s non-food catalogue and web business is likely to deliver sales a third higher than expected in its first full year of trading.

The retailer has forecast sales in excess of£150 million, but Retail Week has learned the figure is likely to come in at as much as£200 million.

This summer, Tesco Direct, which launched in September last year, was thought to be hitting an annual sales run-rate of£175 million and the grocer has since launched a new catalogue, a TV ad campaign and clothing online last week, as revealed by Retail Week (September 28).

A Tesco spokeswoman declined to comment on the£200 million figure, but said: “We are seeing a good performance from the new catalogue.”

* Tesco opened its first Fresh & Easy Neighborhood Market last week in Hemet, outside Los Angeles. Five more will open this week in southern California, followed by debuts in Las Vegas and Phoenix, Arizona.