UK's George Davies of Next and George at Asda to launch FG4 in the UK

By

Cajsa Lykke Carlson

Published
Mar 2, 2015

On 12 March, George Davies, the man behind UK supermarket Asda's George at Asda brand, as well as the Next and Per Una labels, is set to launch his FG4 brand in the UK, reported the Mail on Sunday.

FG4 is currently only sold in the Middle East but the date March 12 marks the launch of its UK website, to be followed by physical stores later on, even in less than one year, according to Davies.

FG4 will target mothers and children by using schools for marketing and fundraising events, such as catwalk shows.

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"I want this to be a boutique brand with affordable prices," Davies said. "There are definitely a hundred towns we could go to that we know are middle to upper market - Cirencester, for example, but there are lots of others. Market towns where we know we're not paying through the nose for rent."

The fundraising aspect of the brand has the potential to raise thousands of pounds for schools through ticket sales. "Everything I've done in the past has been different and this is doing what nobody else is doing," Davies told the Mail.