Fashion guru George Davies chooses Dorset to launch range

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The saviour of M & S, fashion guru George Davies has designs on one of Bournemouth and Poole's favourite department stores.

The retail icon has chosen Beales as the launch pad for his latest woman's wear brand, which will be officially unveiled this autumn.

He confirmed that his new label GIVe, will be on sale in Beales stores from 1st October. He said: "It spells `give`- as I'm a great believer in helping people to try and give something back ; but it also means George the Fourth, because it is my fourth range."


The 67 year-old designer firstly transformed Next into a high street fashion power and then created the hugely popular Goerge at Asda. He then went on in 2001 to launch the Per Una range with M & S, which played a great part in revitalising the chain's fortunes making it much more relevant to a younger generation of women.

Mr Davies said: I have studied the area carefully - I don't just put my clothes anywhere, you know! I chose Beales because it still has real traditional family values, which counts for a lot."