George Davies cuts back GIVe retail operation

George Davies, the veteran fashion entrepreneur who gave the UK Next, George at Asda and Per Una at Marks & Spencer, seems to have lost his magic touch (temporarily anyway) with his new venture GIVe (dont’cha hate some of these spellings).

Last year he set up a small network of stores including prime sites in Regent Street, London, and Meadowhall in Sheffield. But these two stores are about to be sold and Davies is also looking to exit his Kingston, Surrey, store.

GIVe, which sets out to sell ‘affordable’ luxury items continues to trade online and through concessions in department stores. Davies is also involved in a new venture selling children’s wear in Saudi Arabia called FG4.

Davies’ efforts to go it alone won’t have been helped by the recession and the continuing success of Primark (at the bottom end) and Marks & Spencer, his old employer, at the top of the high street clothes market. Or indeed the supermarkets that have flooded into the clothing market following the success of George.

Or it could be the curse of an ill thought-out brand name. What does GIVe mean? Or FG4 for that matter.

Mind you, the Regent Street store has been bought by an up-market denim outfit called 7 For All Mankind. ‘Strewth.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.