Fashion retail guru George Davies launches GIVe, his newest venture, today (1 October), promising affordable luxury and unrivalled in-store service.

Davies, the man behind Next, George at Asda and Marks & Spencer's Per Una range, has reportedly invested GBP20m (US$32m) into the UK business, the fourth major fashion retail brand of his long career.

Targeted at women aged over 30, GIVe launches with six stand-alone stores, including a flagship outlet in London's Regent Street, plus concessions in 16 retailers.

Two further stand-alone stores will open before the end of October.

It is reportedly aiming for sales of GBP60m in the first year, and will give 5-10% of its profits to charity - but Davies does not plan for it to become a large-scale business.

The stores feature in-house stylists to help customers find the clothes they want, as well as a free service for minor alterations.

"I have always been a fan of affordable luxury, sleek tailoring and ageless appeal, so for me GIVe is a dream come true," said Davies.

"I have always wanted to bring something new and unique to the high street, to offer something truly different, to raise the level of customer service and bring affordable luxury to all women."

GIVe selected technology partner K3 to implement Microsoft Dynamics as a single, fully-integrated multi-channel IT solution covering the company's website, retail stores and concession partners.

The IT project includes the installation of information kiosks in stores, through which customers can look up items online and check inventory.

"We wanted to launch an online venture that would shake up the world of fashion e-tail just as the Next Directory revolutionised home shopping back in the 1980s," said Nigel Roberts, head of e-commerce, systems and logistics at GIVe.