2009 George Davies told the Financial Times that he was to launch his fourth fashion business under the name of GIVe as in George 1V – his fourth large fashion venture. The small "e" represents the e-commerce (internet element) of the company. The company has also been named GIVe because it is Davies' intention to donate part of the profits to charitable causes – he was quoted in the Sunday Times as expecting this figure to be up to 10% of the company's profits. In a recent article in the Sunday Telegraph, the architect of Davies' sacking from Next, Sir David Jones, was cited as one of the motivations behind the decision to launch the current brand, GIVe. Davies said that it was an informal conversation over a drink with Jones in early 2009 that convinced him to launch GIVe when he was seriously considering whether it was a risk worth taking or not. Sir David Jones confirmed the conversation: "I remember the conversation well," "Believe it or not, George Davies and I are very good friends after 25 years. George is an outstanding individual – he started Next, he did George at Asda – and he's a passionate man. Life is too short to hold grudges and I wish him well." GIVe opened its doors in 25 towns and cities across the UK in October 2009 and, according to the FT, provides Italian-inspired, high quality women's fashion clothing at affordable prices. The move (in a recession) is typical of Davies who spots a niche, observes what the competition are doing and then does the opposite. In a June 2009 independent poll conducted by Drapers Online, 100% of the voters agreed that the new venture would be another success story for Davies. Davies describes the range of Italian-inspired luxurious women's wear as "affordable luxury" and the target sector as being women over the age of 30, although Davies recently commented that "it's not about age, it's about attitude". In July 2009, Drapers reported that Davies was in advanced discussions with House of Fraser and Dutch retail group Maxeda to take GIVe to a new dimension in terms of store coverage from spring 2010. It was suggested that the potential high-profile partnerships demonstrated the "serial brand maker's" commitment to creating a fourth "mega brand" to shake up the fashion sector – Davies had been openly critical of the UK's homogeneous high