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Next Founder George Davies Launches FG4 in UK

George Davies, the brains behind Next, George at Asda and the Per Una range at Marks & Spencer, is bringing his FG4 clothing business to the U.K. market this month — and he’s eschewing the high street to take a low-cost approach to the launch.

The women’s and kids’ brand, which has been available in the Middle East for the past four years, will first sell online before opening as many as 100 stores within the next 12 months, side-stepping steep rents (which need bold targets to succeed) by focusing on market towns instead of big cities and shopping centers.

Davies also plans to partner with schools, organizing a series of fashion shows which will serve as both fundraisers for the host and grassroots marketing for FG4: the collections will be on offer at 20 percent less than prices online and proceeds from the 5 pound ($7.68) entry fee charged at the door will go directly to the schools.

“I started my career in my teens, selling school uniforms directly to schools. With this U.K. launch of FG4, I am going back to my roots, getting back in touch with customers by taking this collection on the road,” Davies said in a statement on his website. “I have always been passionate about supporting good causes and the local community and this is essentially what has given rise to this new way of launching the FG4 brand in the U.K.”