George Davies Fashion label FG4 launched today at Beales Bournemouth.
The women and children's clothing designed by high street veteran George Davies, features a 77-piece collection, a first for Beales.
Women's clothing prices start from £30 and include a stunning collection of signature pieces with children’s wear prices starting from £12 for ages three to twelve.
Mr Davies, who founded George at Asda and Marks and Spencer’s Per Una collection, introduced the brand to the UK in 2015 showcasing it at fashion shows and village halls.
It's available to buy online but this is the first time the brand will be available in stores across the UK.
Speaking to the Daily Echo, Mr Davies said: "I’ve known Tony Brown, (Beales CEO) for years and we have a great relationship.
"I am very excited to be the first fashion brand to launch children’s wear in the store."
He stressed the most important thing to him is his customers.
The launch was well received by shoppers who were excited to be the first to browse the new collection.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereLast Updated:
Report this comment Cancel