Clothing brand George is offering a 100-day returns policy to customers on it product range through Asda to outdo other rivals in the market.

The company competes with Marks & Spencer, Tesco and Primark and others in the clothing segment. It said that it has invested around 40m in the quality and durability of its products in the 18 months.

The company said it offers a "no quibble guarantee" and the customers will be able to get a refund not considering the number of times the clothing has been washed or worn if they are not satisfied with the quality.

George offered a similar 100-day returns policy on school uniforms in July 2009. The trail policy was largely successful as it only received £900 worth of products in return on a total sale of £9 million.

Most other firms in the market offer a 28-day returns policy for the customers who hold a receipt. M&S last year decided to bring down the period of its return policy from 90 days to 35 days.

Fiona Lambert, the brand director at George has somewhat challenged other companies to come out with similar offering if they are confident about the quality and durability of their products.