The UK's largest sportswear retailer, JJB Sports, has unveiled plans for a new value-priced kidswear brand as part of a product overhaul.

The Wigan-based company has not yet decided on a name for the new brand but said it would go head-to-head with supermarket giant Asda’s George label.

JJB CEO Tom Knight said: "Asda hit us hard on kidswear last year. Buying from brands, you just can't compete on price, but we will be able to with our own label.

Kids up to 10 years old aren't quite as brand-conscious as 10-to 14-year-olds and that is where we will focus."