Retail veteran George Davies has revived his plans to launch GIVe, a womenswear venture he first talked about in 2005.
Davies, who founded Next and created Asda’s George label and Marks & Spencer’s Per Una sub-brand, first registered the GIVe name in 2005 after temporarily quitting M&S following a row with its then chief executive Stuart Rose.
GIVe will deliver “affordable luxury” to women aged 30 and over. It will be priced at similar level to high street businesses Karen Millen and Whistles.
Davies, who is understood to have put millions of pounds into the new brand, said that GIVe will have up to six standalone stores as well as 20 concessions in independent department stores including the likes of Beales, Elys and Arnotts in the Republic of Ireland.
The Financial Times carried an interview with Davies this weekend in which he expresses concerns over M&S chairman Sir Stuart Rose’s handling of the Per Una brand. Rose has moved parts of the Per Una business to London from its former head office in Gloucestershire. Davies said this was “killing the brand identity”.
The Mail on Sunday also featured a piece on how the GIVe brand was inspired by Davies’ grandaughter Evie who overcame a rare heart defect.
Can George Davies do it again with this, his fourth venture? Is there a gap in the market for this type of label?
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