PER UNA AT MARKS & SPENCER was GD’s third venture. In 2000, George was approached by Roger Holmes, CEO of M&S. For GD, this was a dream come true. Since his very early days in retailing with Littlewoods, he had watched and followed M&S in awe, knowing and envious of their reputation for service, amazing quality at good value with a true Great British customer reputation. He was the first independent clothing designer to be asked to sell his fashions within M&S stores.
Always inspired by Italian design, it seemed the most natural decision to name the new brand PER UNA “for one” (feminine). Bringing this level of Italian design to customers at M&S quality standards on unique fixtures, proved to be a runaway success, virtually selling everything out before Christmas. After launching 15 stores a week for three weeks, the phenomenal demand meant the roll out of further stores was rescheduled until Spring/Summer.
PER UNA targeted the 25 plus lady, looking for coordinated collections, at PER UNA it was all about attitude not age.