Retail veteran George Davies has secured a number of shopping centre’s Bluewater, Liverpool One & Meadowhall for his new womenswear venture GIVe.

The name  GIVe as in George 1V – represents his 4th large fashion venture with the small “e” represents the e-commerce bit of the company.

Davies, who founded Next and created Asda’s George label and Marks & Spencer’s Per Una sub-brand, first registered the GIVe name in 2005 after temporarily quitting M&S.

GIVe will deliver “affordable luxury” to women aged 30 and over. It will be priced at similar level to high street businesses Karen Millen and Whistles.