Morrisons in talks to launch fashion line

Morrisons is thought to be in talks with George Davies, creator of Next and George at Asda, to develop a fashion line for the supermarket.

George Davies
George Davies

It would be the supermarket’s first foray into fashion retail.

Dalton Phillips, who took over as CEO last year has revealed a number of initiatives to move Morrisons into non-food areas.

Davies also launched the Per Una label at Marks & Spencer.

Davies’ most recent venture was upmarket high street chain GIVe, which launched in October 2009, but failed to have the anticipated impact and has been closing stores.

Morrisons is the only one of the Big Four supermarkets without a clothing line. Sainsbury’s has TU, Tesco has F&F and Asda has the highly successful Geroge brand.

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