George Davies Opens First Give Store

George Davies, whose resume includes founding such brands as Next, George at Asda and Per Una for Marks & Spencer, has opened his latest fashion chain called Give. Aiming to offer affordable luxury on the high street, Davies says the brand will offer desirable clothes for women over 30 that are inspired by such designer brands as Armani and Dolce & Gabbana.

The first store features white walls and black rails, with one size of each option on display. Interactive digital screens tell customers what’s in stock and what will arrive in coming weeks. Davies says he hopes the chain will shake up high-street retailing by offering in-store style advisers and tailors to help customers create individual looks.

Twenty-five locations are expected to open this fall, including flagships in London and regional shopping centers, as well as designated areas within Beales department store in London and Arnotts in Dublin.