GIVe, the fourth venture from fashion retailing legend George Davies, is to open a store this autumn in Grosvenor's Liverpool One.
Named as a play on words of George IV, the latest concept will feature only womenswear and trade from around eight stores before Christmas. There will also be concessions in regional independent department stores.
Davies' first venture was Next, launched in 1982, followed by George at Asda in 1990 and latterly Per Una for Marks & Spencer in 2001.
GIVe has taken a 2,500 sq ft store on South John Street near Gap and Bank.