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George Davies in talks to design Morrisons clothing range

George Davies, the retail entrepreneur behind Next, Per Una and George at Asda, is in talks with Morrisons about designing the supermarket’s first clothing range.

Morrisons chief executive Dalton Phillips said in September last year that he wanted to expand the grocer’s non-food offer. The grocer has trialled three concessions with value chain Peacocks. If talks are successful a clothign range could be on sale in Morrisons by the autumn according to reports.

Morrisons remains the only one of the big four supermarkets without an own-brand clothing offer. If the range comes to fruition it would pitch Davies against George at Asda, the label he created 20 years ago.

Rival supermarkets have increasingly ramped up their non-food offer with Sainsbury’s clothing line TU performing well for the chain. Tesco has its own dedicated fashion website and is hunting for a shop for its F&F brand. Meanwhile George at Asda said it wanted to have the biggest non-food business over the next five years.

Davies’ latest venture, the womenswear chain GIVe, did not prove as successful as his other ranges. Davies began closing GIVe stores in October, a year after the chain launched and it understood he wants to wholesale the brand instead.

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