Fashion Retail Guru George Davies Tells Sky News He Knows Women Better Than Any Other Man

“I think I know more about women, because I’ve studied them, more than any other man.”

Mr Davies also said he has always been wary of banks.

“The reason I’ve not been near a bank for twenty years is I knew what they’d do to me, what they’re doing to everyone today.”

His comments, made on Sky News Jeff Randall Live, came as he launched his latest venture, the GIVe chain.

It is aimed at women over the age of 30 and features in-store stylists and tailors to help customers get the look they want.

Shoppers can make minor alterations on purchases free of charge as part of the drive to put the customer in charge, said Mr Davies.

The stores are being promoted as offering affordable luxury but come at a time when the recession has claimed numerous high street scalps.

Mr Davies has ploughed £20m of his own cash into the venture – and is adamant his concept has “zero chance” of failing.

Some 22 shops are opening this week, with a flagship store being unveiled in London’s Regent Street.

As well as stand-alone stores in Bristol, Liverpool, Kingston, Sheffield and Bluewater, GIVe will open concessions in 16 department stores, mainly in Beales branches.

Mr Davies, who is budgeting for sales of £60m in the first year of trading, said 5-10% of his profits would go to charity.

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