Sales of Morrisons’ Nutmeg children’s clothing range have beaten expectations for the first month of trading, claims the retailer.

The range, which debuted on 21 March, is currently available in 105 stores. Clothing director Tim Bettley said it was expected to be in about 200 stores by the end of the year.

The key to the success of the range was the quality of the garments, he added. “Reaction from customers has been fantastic,” he claimed. “They recognise thoughtful design features such as adjustable waists and the great washability.”

Morrisons was not looking to be the cheapest on the market but to deliver “high street quality at supermarket prices,” he said.

Bestsellers so far include t-shirts for £2, boys’ chinos and girls’ dresses. Bettley added that the in-store execution was working well. “Obviously it is still in a supermarket, but we wanted the range to look and feel more like a fashion retailer,” he said.

Customers can view the range on Morrisons’ website but would not be able to buy them online, said Bettley, adding that no firm date had yet been set for the rollout of a transactional site.

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