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George Davies label FG4 launches in Beales

Women’s and children’s wear brand FG4, designed by high street veteran George Davies, is debuting this week in department store chain Beales.

The 77-piece collection is launching into nine Beales stores, including Bournemouth, Poole and Perth. Womenswear retail prices will start at £30 for tops and £45 for premium dresses. Girlswear, from three to 12 years, will start at £12 for tops and £16 for dresses.

Davis, who also founded George at Asda and Marks & Spencer’s Per Una, brought the brand to the UK in 2015 through a series of fashion shows in schools and village halls. It has since been available online but this is the first time the brand will be available in stores in the UK.

FG4 initially launched in Saudi Arabia in 2011 and now operates 40 standalone womenswear and kidswear stores in the region.

Davies told Drapers: “I’ve known Beales for years and we have a great relationship. Saudi Arabia has proved very successful for us as a brand and it gave us an opportunity to get to know the customer.”

FG4 creative director Emma Trayner added that the brand is looking to expand into new regions: “It seemed the right time [to launch in the UK], we’ve had really positive feedback for the brand. We’re looking at where to take FG4, not just in the UK but internationally too.”




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