Former Marks and Spencer chairman George Davies has announced the launch of a new project dubbed "big brand number four" following his success with Next, George at Asda and Per Una.
Davies only resigned from his Marks and Spencer role a few days ago but has already started work on this project which will focus on men and women over 25.
In an interview with yesterday's Sunday Telegraph Davies said the unnamed label will probably open eight UK flagship stores, with the first launching next year.
He explained there would be a focus on customer service and local identity.
"People say, because of the economy, it is not the time to do anything. But now is the time to do things," he stated.
"I'd like to have stores in the key cities - maybe eight incredible stores, the like of which has never been seen. A total surprise. I adore retail but, equally, if I go to the regions I do not want 150 stores. I strongly feel in the UK that all industries have become too centralised."