Morrison’s to launch new fashion line
George Davies, the fashion designer behind Next, Asda’s George and Marks & Spencer’s Per Una label, is aiming for a supermarket sweep after entering into negotiations with Wm Morrison over introduction of arrival clothing line.
The Bradford based chain is keen to give its rivals food for thought by branching out into fashion.
Davies defected from Asda in 2000 to work with M&S on their own in store brand but follows difficulties in his most recent venture, a high end range for the mass market called GIVe which has suffered a series of store closures.
Despite this setback Davies claims he has “a gift” for clothing brands although he admits: "Fifty per cent of people love me, fifty per cent can't bloody stand me."
Fortuitously a certain Mr Morrison counts himself as one of the former.