Retailers in the capital's prestigious West End shopping district have made a brisk start to Boxing Day trading and are optimistic of making 50 million pounds in sales, the New West End Company said on Monday.

The company -- which represents firms operating in the West End area -- added that retailers had made 15 million pounds worth of sales during the first three hours of trading on Boxing Day.

(Reporting by Sudip Kar-Gupta, editing by Jane Baird)