Morrisons is in talks with fashion guru George Davies about designing the supermarket’s first clothing range.
Morrisons chief executive Dalton Phillips has been looking to expand the grocer’s non-food offer.
Rival supermarkets have been moving increasingly into non-food, with Sainsbury’s clothing line TU performing well for the chain. Tesco has its own dedicated fashion website and is hunting for a shop for its F&F brand.
Davies’ latest venture, Give, was not as successful as his other ranges. Davies began closing stores last October, a year after it launched. Customers complained it was overpriced.