Loyal over-45 shoppers - dubbed silver surfers - have been identified as the reason behind the success of JD Williams e-tailing business.

JD Williams, part of the N Brown Group, currently runs 16 home shopping catalogues and took the decision to go online in May this year. The company, which runs the Oxendales, Fifty Plus and Ambrose Wilson catalogues, is putting its online success down to Internet users over 45 years of age, otherwise known as the silver surfers.

Tom Fothergill, e-business general manager, said: "This has been more successful than we expected. We believe the website will be a £15m annual business by February."

The website claims a visitor to buyer rate three times higher than its traditional catalogue marketing with around 90 per cent of online purchases being made by existing customers.