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 herself and her family.

Edinburgh Woollen Mill Group (EWM) acquired the retailer out of administration in 2012, with Philip Day taking over the reins as chief executive officer.

But with EWM having collapsed into administration in November 2020 as enforced store closures and weak trading as a result of the pandemic impacted the group, Peacocks was also placed into administration after a buyer for the business failed to materialise.

In April 2021, Peacocks was bought out of administration by a consortium of investors led by EWM’s chief operating officer Steve Simpson, with Day’s EWM Group as the leading secured creditor.

The deal is set to save up to 200 stores and around 2,000 jobs – 1,850 store staff and 150 head office and support staff.

It essentially sees the EWM Brands, excluding Jaeger which has been acquired by Marks & Spencer, reforming under the old management led by Simpson, with Day no longer in control.

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