House of Fraser saw a 62% rise in sales of own brands in the half year to July 31.
Own brands at the department store group now make up 11% of total sales but the retailer aims to grow them to account for up to 40% within the next three years.
Gross transaction value at House of Fraser was up 5.5% to £480.6m, while like-for-like sales put on 8.4% over the period. Online sales surged by 150%.
House of Fraser’s chief executive, John King, said: “We are very encouraged by the strong demand for our house brands from customers and particularly pleased with the recent launch of Biba. We expect to see the improving margin impact as these become a larger part of our sales mix.”