Value fashion chain Peacocks is to step up its expansion into Eastern Europe
Value fashion chain Peacocks is to step up its expansion into Eastern Europe, doubling store numbers and debuting in the Czech Republic in the next year.

The retailer began its push East this summer, opening eight stores in Russia, four in the Ukraine and one in Slovakia.

It is now considering entering the Czech Republic if it can find the right franchise partner.

Peacocks group finance and international director Keith Bryant said of the initial move: 'Other brands were going into Poland, Hungary and the Czech Republic and we thought that further East there might be more opportunities. Many might have been put off by difficulties associated with the region, but we thought fortune might favour the brave.'

The stores operate under the Peacocks London fascia and have the same store-fit as in the UK.

Stock comes from warehouses in the UK, with 90 per cent to 95 per cent of the UK offer available in stores. Extra ranges, such as heavyweight winter gear, are bought to fit the local markets.

Bryant said that so far the stores in Russia, the Ukraine and Slovakia were doing fairly well, but a good performance over the crucial winter season would be key.

Internationally, the group has 20 stores across the Middle East and Turkey. It also opened a shop in Cyprus before Christmas and another in Malta this summer.

Peacocks was taken private in December last year in a£410 million management buy-out led by chief executive Richard Kirk.

The Peacocks Group also owns clothing retailer Bonmarché and The Fragrance Shop.