High-street design favourite George Davies is to take on the task of rejuvenating Marks & Spencer's children's wear collections, press reports said.

Davies is rumoured to be planning a range of Per Una-branded children's wear for the retailer, which has struggled to resuscitate shoppers' interest in its children's lines.

Davies has already seen huge success with the Per Una women's range, which has been credited with helping turn around M&S's fading fortunes. He is currently a consultant to the company and has already launched well-received children's wear collections at competitors Next and Asda.

M&S was once a stalwart of high-street fashion, and a particular winner with its top-quality, good-value children's wear. However, the company has seen its image severely tarnished in recent years after its clothes failed to hit the fashion mark and sales took a tumble.
 
Spokespeople for M&S and Per Una said the rumours about Davies were "speculation" and refused to comment any further.