Industry veteran George Davies to launch fashion retailer FG4 in the UK

Tuesday, 03 March 2015

George Davies, also known as the entrepreneur who helped develop Next as well as Per Una for Marks & Spencer and George at Asda, is set to launch new fashion label FG4 in the UK this month. The fashion retailer will officially launch its UK website on March 12, which will feature it's womenswear and childrenswear, and hopes to open 100 physical stores across the country over the next 12 months, an ambitious plan for any retailer.

Davies revealed to the Mail on Sunday, that he has already selected key locations for future stores, which will be in smaller towns rather than large cities or shopping centers, to avoid paying high lease rents, and may work with local franchise partners.

"This is a test for something big. We're going to expand it massively," said Davies. "I'm not expecting much at first, this is the infancy and an important part in how we get this right. But we have big targets and we're doing the website, then we take it from there," he added.

FG4, which will be aimed at mothers and children, has a different scheme in mind for its expansion phase. Davies is planning on hosting a series of fundraising events, such as catwalk shows and parties, in schools around the UK to promote the brand, whilst helping local schools financially at the same time.

The 'party planning' business model would see consumers paying a 5 pound entry fee to browse FG4 clothing, with a 20 percent discount. All proceeds from the event's entry fees would then go to the school. The first fundraising event to take place will occur on March 12, at a school in the Cotswolds.

"This is a very hands-on operation we're planning for FG4, which I think a big business would find it very difficult to copy," said Davies. "We'll build a structure in different parts of the country all based around links with the schools. It will all run from a central website but I'll probably take warehouses locally and we'll appoint people from the areas to organise it."

"Ultimately there will be a lot of people involved."

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