Peacocks is to open a new children’s fascia as concessions within garden centres as the retailer looks to expand its presence beyond the high street.

Peacocks Kids will operate as standalone stores with garden centres and will be between 750sq ft and 1,250sq ft. 

The stores will stock ranges for 2 to 10 year olds as well as a bespoke baby range for 0 to 24 months.

The retailer said the has been created specifically for the garden centre demographic in order to ensure the tailored ranges are matched to the customer base.

The Edinburgh Woollen Mill owned retailer has hired franchise specialist First Franchise to scout locations for the first store openings.

Edinburgh Woollen Mill and Peacocks commercial director Steve Simpson said: “As a result of our experience within garden centres, we noticed the increase in young families visiting the sites and wanted to create an offer suited to this emerging customer base. 

“As a result the ‘Peacocks Kids’ offer has been tailored to suit the demographic. The appearance of the store will encourage dwell time and add to the overall destination appeal of the site.”

First Franchise business development manager Richard Lewis said: “’Peacocks Kids’ are an ideal complement to the garden centre model as increasingly, young families are using these destination sites, ensuring that often customers enjoy the visit with three generations of the family. 

“The free parking, catering facilities and introduction of children’s play areas have meant that garden centres are becoming more desirable for a family outing and thus the introduction of ‘Peacocks Kids’ will reflect this.”