Littlewoods' denim sales rocket

Own label denim is flying at Littlewoods

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Littlewoods Shop Direct has seen denim sales take off, boosted by its own brand ranges.

Sales of jeans from its own label womenswear brand South are up 38% against last year. In branded women's denim, the best performing labels include Bench, Henleys and Miss Sixty.

Littlewoods said men's denim had also sold extremely well, with denim sales at own brand Brooker up 8% on last year. The group also launched a new own brand label Goodsouls for spring 08, which it said is performing well.

Sales of men's branded denim are up 5% on last year.  The best performing brands include Levi's and Wrangler while premium labels Diesel and Firetrap also outperforming.

Littlewoods sells around 2.6 million pairs of jeans per year.

Littlewoods Shop Direct trading director David Inglis said: "We believe the increase in our denim sales is down to the growing personality of Littlewoods Shop Direct own brands, combined with our fantastic range of national brands. South, Brooker and Goodsouls are showing huge growth, demonstrating that more and more customers are now choosing to buy from our exclusive shop of own brands, as they provide fantastic style at affordable prices."