DISCOUNT store chain TJ Hughes has unveiled strong Christmas sales for the third consecutive year.

The London Road-based business achieved a 4% like-for-like uplift in the three-week period, following 3% and 8% increases in 2007 and 2008 respectively, which amount to a 15% improvement over the past three years.

That compares with an industry-wide decrease of 3.3% and 4.3%in 2008 and 2007.

Founded in 1912, TJ Hughes now operates from 52 stores across the UK and employs more than 4,000 staff.

Final Christmas figures will be boosted by the fact that new stores opened in 2009 and not included in the like-for-like calculations have exceeded expectations.

Chief executive Sue Tennant said: “We are extremely pleased with this third year of consistent strong Christmas trading, which is testament to our continued understanding of our customers and an awareness of the environment.

“We’re evolving our strategy to embrace more divisions and strengthen a diverse range of retail items. It is very rewarding to see how this is reflected in Christmas sales.”