Fashion entrepreneur George Davies is to open the first of his new GIVe womenswear stores at Bluewater shopping centre in Kent.

Davies will open the 2,300 sq ft Bluewater store on October 1, which will be closely followed by the launch of a 2,500 sq ft store in Liverpool One, and a 2,300 sq ft store in Sheffield shopping centre Meadowhall later that month.

Davies, who founded Next and created Asda’s George label and Marks & Spencer’s Per Una sub-brand, is aiming his new brand at women aged 30 and over and has said the range will be “affordable luxury”.

Lend Lease head of retail leasing Guy Thomas said: “From the outset, GIVe wanted to open its first store at Bluewater, seeing it as the perfect complement to their brand.  We believe that it will be a great success.”

Davies is expected to open seven stores in total.