George Davies’ GIVe brand has exited its flagship Regent Street store in London almost a year to the day after it first opened.
Davies, the fashion entrepreneur behind George at Asda, Next and the Per Una range for Marks & Spencer, had been trying to exit the store and is thought to be seeking an exit from its Bluewater store, after admitting that GIVe’s standalone stores’ performance had been “mixed”.
GIVe launched to much fanfare las year, opening its first store on Regent Street on October 1. It went on to open a further seven. It also operates 16 concessions in independent department stores including Beales, which are understood to be trading robustly.
A handful of retailers have been vying to acquire the lease on Regent Street - which GIVe closed yesterday - but it is unclear if any brand has signed to take on the lease yet.
In August Drapers reported that GIVe would host concessions for premium womenswear brand Ghost within all of its standalone stores from September in what is understood to be Davies’ first step in a multi-brand offer.
The introduction of third-party brands is a strategic volte-face for GIVe less than 12 months after Davies debuted the premium own-label womenswear concept aimed at the 30-plus market.