George Davies

Designer of the Decade

A Serial Entrepreneur – George Davies has been in the fashion industry since he was 22 years old.

Acknowledged as the most successful fashion innovator of his time, a design guru and a retail legend changing the face of fashion retailing in the UK with not one, but three fashion brands!

Recipe For Success

Before creating FG4, George successfully launched three other major brands that have not only flourished in the fashion industry, but changed it forever. 



In 1982, George launched the fashion label Next. Within the first year, 70 stores emerged across the UK selling co-ordination fashion collections for women. Over the next 5 years, George launched Menswear, Kidswear and Interiors making Next a truly lifestyle brand. In 1987 George's vision was to change the face of home shopping by launching Next Directory.


In 1990 George took another groundbreaking step. He introduced his 'George' brand within the leading supermarket chain ASDA (WALMART) - a concept never seen in supermarkets before. The customer could do her weekly shop and buy affordable fashion for her family all at the same time. After launching 'George', the kidswear range quickly became a major player in the UK market overtaking M&S as the market leader.

Per Una

In 2001, retailer Marks and Spencer approached George to use his expertise in identifying opportunities for their business. The result was George creating the women's fashion brand Per Una. In over 100 years of their history, M&S had never before taken an outside brand into their stores. Per Una set the standard within M&S, with George and his team managing everything from design & sourcing, to training the staff, to visual merchandising, to allocating & trading the product. 

Giving Back

"I have been lucky in my life, there is no greater feeling than giving something back" - George Davies

The George Davies Charitable Trust was set up in 1995, specifically aimed at supporting children, education and health. 

“It is not just about giving money, but also my time. Immersing myself in the detail, I endeavour to meet and work with the beneficiaries, so I can understand their needs and therefore support them in the best way possible.’’

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