Morrisons is in talks with fashion guru George Davies about designing the supermarket’s first clothing range.

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Davies created fashion giant Next, as well as clothing lines George at Asda and Marks & Spencer’s Per Una 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.