A preview of George Davies’ new GIVe range has been unveiled as the retail legend prepares to bring his newest offer to the high street.

The 150-piece range will be seen first in its flagship Regent Street store, which opens on September 30. The new range will have a strong tailored theme and Davies aims to bring “affordable luxury” to shoppers aged 30 and over.

Davies wants to open 25 stores in the UK, along with concessions and an online offer. The Next legend, who also set up Marks & Spencer clothing brand Per Una, is reported to have ploughed £20m of his own money into the venture and will give a percentage of profits to charity.