Morrisons seeks fashion deal
The grocer Morrisons is in advanced talks with the fashion designer George Davies to launch a clothing range to take on its bigger rivals – Tesco, Asda and Sainsbury's.
Mr Davies, who launched the George at Asda brand 20 years ago, could sew up a deal over the coming weeks. That raises the prospect of the new brand landing in the grocer's shops by this autumn. Morrisons does not have a major clothing range and its wider general merchandise offer is tiny compared with its rivals.
A deal between Morrisons and Mr Davies, pictured – who introduced the Per Una brand to Marks & Spencer in 2001 and founded the Next chain in the 1980s – would herald a major shift in the strategy of the grocer under its new chief executive, Dalton Philips. A financial agreement may be worth up to £20m to the fashion entrepreneur even before trading begins.
Mr Davies is one of Britain's most successful designers, who claimed to have sold £54bn of women's clothing in his 47-year career. He sold the Per Una label to M&S in 2004 for £125m.
Mr Davies and Morrisons declined to comment yesterday.
Subscribe to Independent Premium to bookmark this article
Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Premium subscription today.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments