Peacocks targets teens with Miss E-vie

Value fashion retailer Peacocks has rebranded its girlswear offer as Miss E-vie and redefined the age range of the collection to attract older customers.

The offer was previously branded Girls & Co and pitched at seven- to 13-year-olds. Now the range will target nine- to 15-year-olds. 'It allows us to make it more fashionable,' said Peacocks buying director Tim Bettley.

The rebranding allows the younger brand to emulate Peacocks' womenswear collection E-vie and follows Peacocks' decision to slim down from 25 brands in-store to four. Peacocks is now focusing on E-vie for its womenswear collection, Urban Spirit for menswear, Miss E-vie for girlswear and Streetgear for boys. Miss E-vie was introduced two weeks ago.

Peacocks opened the latest of its new-style stores at the St Davids centre, Cardiff, last week. Ninety more stores will be refitted this year.

The retailer also controls the Bonmarche fascia, which is aimed at women aged over 45.