High Street Fashion Brand Peacocks looks to open 20 new concessions in garden centres!

Peacocks Store

Cardiff based Peacocks is celebrating its 130th year and the company has just opened its first concessions within two leading garden centres, Highfield Garden Centre, Gloucester and Woodlands Garden Centre in Leicester.

Peacocks is 100% privately owned, debt free and its trading covenant is given the highest rating by Dun & Bradstreet. Peacocks is an international brand with 94 stores in Russia, 70 in the Middle East, 35 in the Ukraine, and shops in Malta, Gibraltar, Cyprus, Greece and Malaysia.

Peacock sales this year are running at over 20% LFL and the company has just announced its intention to open 20 more garden centre concessions, recognising that garden centres are attracting younger families and becoming the venues of choice for fashion conscious consumers.

Peacocks is an exceptionally strong brand, with instant consumer recognition. The company would like to meet all garden centre owners who want to introduce a comprehensive men’s, women’s and children’s clothing offer to their sites, which is backed by highly professional and efficient support structure.

The company started trading in 1884 with the founding principle of ‘great value’. Peacocks is still governed by that same principle today, and the business offers its customers exceptional value for money across every department. Their stores are bright and fresh and the stunning shop fits enhance the brand and the clothing collections.

Peacocks is owned by the Edinburgh Woollen Mill and the group recently announced an intention to open 20 more Peacocks concessions in garden centres, an investment of over £4m. Steve Simpson, the Groups Managing Director who is overseeing the drive for new stores commented;


“Peacocks brings a different dimension to the garden centres clothing offer because the ranges cover men, women and children’s wear fashion and our customers are amazed by the quality and value for money we offer. Peacocks gives a garden centre a comprehensive and credible clothing department which will rival any high street retailer and when coupled with the Edinburgh Woollen Mill brand, we cater for every age bracket. We are proud to say that Edinburgh Woollen Mill was the first clothing company to recognise the unique qualities of a garden centre appeal and with our level of experience within this market we are very confident that Peacocks will be just as successful.”

So what does a garden centre have to provide to bring Peacocks to their site?

Ross Jones the Groups Acquisitions Manager explained. “The minimum space we require depends on the location within the garden centre. Our shop fit teams survey every site and the store layouts are designed to ensure we maximise the sales potential of our area. One of the most important departments in Peacocks is our children’s wear collection “Peacocks Kids”, which has been developed with the garden centre customer in mind. Peacocks Kids can be operated as a stand-alone department in the right circumstances, for example it works well next to an already established Edinburgh Woollen Mill concession, to extend the appeal of a garden centre and also broaden its customer base.

Our Peacocks Kids clothing ranges are from 2 to 14 years old as well as a bespoke baby range from 0 to 24 months. With garden centres installing children’s activities and looking to appeal to the next generation of gardeners, we believe Peacocks Kids is the ideal concession to complement that initiative.

We have found that the majority of garden centres prefer an experienced clothing retailer to replace their own clothing department to make sure it’s serviced and maintained properly to a high standard, and that all seasonal changes are completed on time, basically taking away the hassle factor of clothing so that they can concentrate their efforts on what they do best. We pay exceptional rents for long leases, and the agreements are underwritten by the biggest clothing brands in the UK. We are working with garden centre specialists First Franchise to find suitable opportunities within the garden centres, and they want to hear from any owner or Director that is interested in our brands. Our management team and in-house shop-fitters have a wealth of experience and once an agreement has been made we could be trading within an 8 to 10 week period.”

For further information on Peacocks, Peacocks Kids or The Edinburgh Woollen Mill garden centres, please contact Keith McIntyre at First Franchise.



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