Entrepreneur speaks of 'fantastic relationship' with Rose
Fashion guru George Davies has revealed his ambitions in the£2.7 billion footwear market for his Per Una shoe collection.

The collection will hit the shelves in March and has taken Davies more than a year to perfect. 'I've always had a strong feel for women's clothing, but shoes are different. I've taken the last year to develop my sources and styles, I know the time is right to attack the market.'

He hopes that Per Una shoes will become as successful as the clothing. 'On the clothing side, I have about 5 per cent of it with Per Una. I believe over the next two to three years I can get that kind of development and progression with shoes.'

Fashion entrepreneur Davies fell out with Marks & Spencer boss Stuart Rose last autumn. Davies resigned from Per Una when his demands for a new contract, reportedly worth£150 million, were refused, and he was believed to be planning a rival fashion brand.

Speaking after a lecture to fashion students at Edinburgh's Herriott Watt University today, Davies admitted that the episode was just a lovers' tiff and revealed what his relationship with Rose is really like.

'Lots been said about my relationship with Stuart, but we've got a fantastic relationship. I'm delighted about the return to the right and successful ways of M&S and I'm very much part of it.'

At the time, Davies was accused of throwing his toys out of the pram. Speaking on Radio 4's Today programme, he said: 'I'm not easy, I know I'm not easy. If you build a brand you can't let anybody anywhere damage your brand, I'm not talking about this situation, but I'm passionate about the brand.

'That's me, I'm very passionate and we had a bit of a passionate argument. About little things that grew large. Frankly, in this world that I live in, it seems like years ago, I'm worried abut my new collection - you move on.'

Davies, who founded Next and Asda's George label, prior to working for M&S on the Per Una brand, is a mastermind among fashion retailers and 'humility', according to Davies, is the secret of his design success. He said: 'If you get arrogant you will loose your consumer. I have to worship women which I do, on every brand a shelf life, just like food.'

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