Retail entrepreneur George Davies is to turn his high street womenswear chain GIVe into a multibrand retailer.
GIVe will launch concessions for premium womenswear retailer Ghost in its eight standalone stores from September in what is understood to be the first step in creating a multibrand offer.
Ghost owner Touker Suleyman said: “It has always been George’s intention to put other brands into GIVe stores. Ghost will be the only brand to go in for autumn but if it is successful I’m sure George will look to add more.”
The addition of Ghost and potentially more concessions is likely to boost sales at GIVe, which has had a mixed reception since its launch last year.
Despite the fanfare that accompanied the launch, Davies was reportedly considering pulling out of his Regent Street flagship and Bluewater stores just eight months after opening.
Suleyman, who also owns shirt retailer Hawes & Curtis, said the partnership would give Ghost a stronger high street presence.