Peacocks is a value-led, but full-price, fashion retailer offering a collection of women’s, men’s and children’s clothing, footwear and accessories. The retailer’s goal is to ensure that the perception of the brand reflects consistency, comfort and value for money. Peacocks typically targets less affluent shoppers, particularly younger mums shopping for themselves and their family. Founded in 1884 as a family business, Edinburgh Woollen Mill Group acquired the retailer out of administration in 2012, with Philip Day taking over the reins as chief executive officer. The retailer now has just over 500 stores across the UK, including a few in the Republic of Ireland. It also has a presence in 12 other European countries. Its retail estate consists primarily of standalone stores, with a small number of concessions in garden centres. Its online channel still requires some development, but it is focused on improving its fulfilment offer, having recently enhanced its click-and-collect service.