|Founded||Warrington, England (1884)|
|Number of locations||400 +|
|Area served||United Kingdom, Eastern Europe, Southern Europe and Middle East.|
Peacocks is a fashion retail chain based in Cardiff, Wales. The chain is a part of the Edinburgh Woolen Mill group and employs over 6,000 people. There are currently over 400 Peacocks retail outlets located in the United Kingdom; and more than 200 stores located in twelve other countries throughout Europe. Originally selling home goods and basic clothing, Peacocks has been re-branded over the years as a value fashion store. Richard Kirk, the former owner of the chain, transformed Peacocks into a major fashion player. The retailer won numerous awards, notably the Best Value Retailer award from Drapers. On January 2012, Peacocks entered administration and was bought by The Edinburgh Woolen Mill Group. Edinburgh Group also owns the Jane Norman chain, a fashion outlet for women.
Peacocks was founded in Warrington in 1884 as a family-run business selling a wide range of goods. Over the years, Peacocks Penny Bazaar has expanded, opening more outlets and tailoring its changes to keep up with the times. It has remained a family business throughout the generations of the Peacocks family history.
Relocation and Expansion
In the 1940s, the company relocated to Cardiff, where its headquarters remains. The move had a profound effect on the development of the group, whose growing network was concentrated in south Wales and southern England for many years. In the early 1990s, Peacocks grew further and in December 1999, the firm was floated on the London Stock Exchange.
2005: Management buyout
In 2005, a £400M management buyout led by Richard Kirk was agreed, supported and arranged by Echelon Capital and supported by Goldman Sachs and hedge funds including Och-Ziff and Perry Capital that own 55% of the new holding company. The company unlisted from the exchange on 1 February 2006, again becoming privately owned.
In line with the increased demand for value-for-money fashion, Peacocks began to provide high fashion women's wear, mens wear and children's wear. High street outlets were revamped and placed together, with a steer towards prime locations.
On 16 January 2012, Peacocks confirmed that it planned to enter administration, putting up to 10,000 jobs at risk. Staff and Supporters started the "Save Peacocks" campaign on Facebook and Twitter.
On 19 January 2012, 250 head office staff were made redundant.
On 22 February 2012, it was announced that Peacocks had been sold to The Edinburgh Woolen Mill Group. EWM purchased the Peacocks brand, 388 outlets, concessions, the headquarters and logistics functions in Wales. 224 outlets were not sold to EWM, resulting in 3,100 immediate job losses.
Some branches re-opened, and EWM has said that it wants to open hundreds more in the UK and abroad at some stage in the future.
The Edinburgh Woolen Mill (Group) now consists of three core brands: Peacocks, Jane Norman, and Edinburgh Woolen Mill.
Pearl Lowe was hired by Peacocks and designed "exclusive" ranges for the company. Her "Black Dress" was the fastest selling product on the High Street in Autumn/Winter 2010, worn by celebrities including Holly Willoughby, Natalie Imbruglia and Courtney Love. In January 2011, Daisy Lowe, daughter of Pearl confirmed that she is now designing swimwear for Spring/Summer 2011.
Currently, they have not signed with either Pearl or Daisy Lowe.
Branded as Peacocks London, Peacocks has more than 200 franchise outlets outside United Kingdom, in Bahrain, Cyprus, Egypt, Georgia, Gibraltar, Greece, Kuwait, Malta, Poland, Romania, Russia, Saudi Arabia, Serbia, Slovakia, Ukraine and United Arab Emirates.
- "About US Peacocks". . Peacocks. Retrieved 2013-10-24.
- Marlow, Ben; Davey, Jenny (16 May 2010). "Peacocks in the secret £600m sale". London: The Times. Retrieved 16 May 2010.
- "High Street Clothing Chain Goes into Administration". News.sky.com. Retrieved 16 January 2013.
- "Peacocks' Headquarters saved in buyout deal but 3,000 jobs lost". 22 February 2012.
- "Peacocks takeover: Edinburgh Woolen Mill buy retailer but 3,100 jobs lost – Scroll down for store closures". 22 February 2012.
- "Peacocks re-opening".
- Hull, Liz (25 October 2010). "Cheap and chic: The £35 Peacocks dress celebrities are 'desperate' to get their hands on". Daily Mail (London).
- Rawi, Maysa (17 January 2011). "Anything mum can do: Daisy Lowe follows in Pearl's footsteps to design vintage-style swimwear collection for Peacocks". Daily Mail (London).