Per Una designer steps down

George Davies, the designer behind Next and George at Asda, is plotting a new venture just days after announcing that he will step down as chairman of Marks & Spencer's Per Una clothing range at the end of next month.

Davies is planning to launch a mid-market fashion brand for men and women over 25, demographic he prefers to dress of over teenagers. The brand is to be likely called "George Davies". The designer, who could launch the venture as early as next year, intends to open flagship stores in up to eight cities across the UK.

Instead of opening smaller stores in market towns, Davies will arrange regular three-day travelling "shows" in mid-sized provincial towns where people can shop, drink, eat local food and order clothes for delivery to their homes the next day. He said the events, which will take place in large open locations such as racecourses, will have a "big customer service ethos" and will be tailored to local markets.