Fashion designer George Davies, the creator of George at Asda, is planning an eponymous new venture next year, which will include “travelling show” stores being launched in eight cities across the country.
According to reports, the George Davies stores will offer shopping, drinking and eating, and customers will also be able to order clothes for delivery to their homes the next day. The mid-market fashion brand will target men and women over the age of 25.
These “shows” will be held in places such as racecourses, instead of being stores in markets.
The plans come just days after Davies announced that he will step down as chairman of Marks & Spencer’s Per Una clothing range in December.
The designer, who headed retailer Next from its launch in 1982 and also launched the Next Directory, founded the George at Asda label in the Nineties. He resigned from Asda in 2000, after its take-over by the American retail giant WalMart. A year later, Davies launched Per Una for M&S.