Morrisons is reportedly in talks with supermarket fashion guru George Davies to launch its own line of clothing.

Davies created Asda’s George clothing range, which has global sales of more than £2bn, in 2000.

He also created the Per Una range for Marks & Spencer in 2001.

Morrisons - currently the only big supermarket that doesn’t offer own-brand clothing - could launch the range by the autumn. The range would initially be available in 100 Morrisons stores.

The move is part of a drive by new Morrisons chief executive Dalton Phillips to expand Morrisons' non-food offering. Other plans include an online grocery delivery service and opening smaller convenience stores.

Davies latest venture, GIVe, launched in October 2009, offering luxury clothing at an affordable price. However, it has been unsuccessful and five of GIVe’s eight standalone stores are being closed.

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Asda 'overtaken by Primark' as top budget clothing retailer (21 January 2009)
George Davies calls it a day at M&S (19 November 2008)