M&S fashion spotlight on child sector

Marks & Spencer and designer George Davies were today said to be lining up a new Per Una range to revive the retailer’s performance in childrenswear.

Mr Davies, who has settled his differences with M&S after a brief falling out in October, has been one of the key factors in enabling the high street giant to regain its position as the UK’s largest clothing retailer.

The Per Una range introduced by Mr Davies has been successful in womenswear and, according to the Sunday Times, chief executive Stuart Rose wants to copy the impact in childrenswear, which has so far proved harder to turn around.

M&S is now lagging Next and Tesco in the sector, while discount firm Primark is pushing to grab the retailer’s fifth place, Verdict Research has said.

Mr Davies is officially a consultant to the retailer after joining forces with the high street retailer in 2001. He was previously the brains behind Next and Asda’s George clothing range.

In November he agreed to stay on as chairman of the Per Una womenswear range following what Mr Rose described as a “lovers’ tiff”.

Mr Davies later said he had a “fantastic relationship” with Mr Rose and was now focused on launching a range of shoes for the retailer.

In 2004 the retailer paid £125.9m (€184m) for full control of Per Una and said Davies would stay on for at least two years.

The designer shocked M&S last month by saying he would not sign a new contract, but the U-turn means his relationship with M&S is far from over.

Analysts believe the Per Una range has attracted younger female customers to M&S who traditionally preferred to shop at Next.

Along with high-profile advertising and a wider business restructuring, the popularity of Per Una has helped M&S revive sales and profits, driving shares well above the 400p offered by retail tycoon Philip Green in 2004.

Last year Mr Rose announced a restructuring of childrenswear, including handing Kate Bostock, head of women’s clothing, responsibility for girls’ and baby clothing and managing boys’ and school clothing within menswear.