in 1988. Under new chairman Sir David Jones, Davies' expansion plans and diversification of the brand were cited as one of the causes for the share price dropping. In December 1988, Davies was sacked from Next by chairman Sir David Jones, who accused him of being egotistical and taking Next to the verge of bankruptcy. "What Next?" After leaving NEXT, Davies spent time writing his autobiography What Next? In 1995, Davies founded Sporter, a sporting aligned clothing manufacturer. It supplies branded merchandise for sports clubs including Liverpool F.C. and Arsenal F.C. as well as Newcastle United F.C. and Rangers F.C. Sporter today employs over 100 staff, with offices in the UK, India, Sri Lanka and Italy. George at Asda Approached by UK supermarket chain Asda to create a new range of clothing, in the 1990s Davies produced his second household-name brand, George at Asda. Davies was positive about the approach, the shift of consumer spending moved from high street to out of town accessible development. Asda CEO Archie Norman commented that Davies grasped the fact that the line had to be based on value, and be a distinct brand name on its own. The George brand and range was developed by Davies's company Red Creative, set up to provide full clothing retail solutions through a team of designers and marketeers. In 2000, Asda was bought by the world's largest retailer, Wal-Mart of the United States. With the resultant resignation of the UK board, Davies also resigned his direct association. At the time of the takeover, the George brand was turning over £600M. By 2002, Wal-Mart had rolled out George Clothing across the USA, and presently has annual global sales of £2bn. In October 2009, the BBC reported that George @ Asda brand had officially become the UK's biggest selling clothing retailer, taking over from Marks & Spencer, with a 10% UK market share. Marks & Spencer As one of the top three recognised brands in the UK, Marks & Spencer had a traditionally strong selling women's clothing line. But in 2000 in light of developing fashion trends driven by distinct brands, needed to develop a new approach in their retail format. Introduced to chairman Luc Vandevelde and CEO Roger Holmes through a mutual friend, Davies was given the brief to develop a high-touch and distinct brand/line of clothing which would appeal to a younger female market sector. Developed by Red