George Davies set to design Morrisons clothing range

Per Una fashion brand M&S

Business digest: The man behind Next, George for Asda and the Per Una label to join supermarket

LAST UPDATED AT 11:30 ON Mon 7 Feb 2011

Supermarket chain Morrisons is set to launch its own clothing range and is in talks with fashion designer George Davies, who founded Next and has worked with Asda and Marks & Spencer.

The 69-year-old designer made his name with Next in the 1980s and then set up the successful George for Asda label, which has global sales of more than £2bn, and helped turn round the fortunes of M&S in the 2000s with the Per Una brand. However, his latest venture, the fashion business GIVe, is said to be underperforming.

Morrison's new chief executive, Dalton Philips, who took over last year, is said to be keen to expand into fashion. The Bradford-based brand is the only one of the major chains not to have its own clothing range, although it does have some Peacocks concessions in larger stores.

A new line by Davies could be available in store by the autumn.

Read a full report at the Telegraph. · 

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