Peacocks (clothing)

Peacocks (clothing)

Peacocks is a value fashion retailer based in the United Kingdom. The chain is owned by The Peacock Group plc and employs over 5,000 people. There are currently over 500 Peacocks stores in the United Kingdom and more than 60 in 12 overseas countries. The firm focuses on being a value-for-money fashion retailer, selling clothing and footwear for men, women and children. It's stores range from large flagship high fashion stores to smaller, local everyday essential stores. Constantly expanding, Peacocks is looking to open 30 new stores in 2008, the most recent being the Birmingham Kings Heath store which opened on 18 September, 2008.


Peacocks Penny Bazaar

Peacocks was founded in Warrington in 1884 as a family run business. In true Victorian style Peacocks Penny Bazaar, as it was then known, sold anything and everything.

Over the years Peacocks Penny Bazaar expanded, opened more stores and the ranges available changed to keep up with the times. It was kept a family business being handed down from father to son through generations of the Peacocks family.

Relocation and Expansion

In the 1940s the company relocated to Cardiff, where its headquarters remain. This move had a profound effect on the development of the group; its growing network was concentrated in south Wales and southern England for many years. In the early 1990s Peacocks grew further and in December 1999 the firm was floated on the London Stock Exchange. The company delisted from the exchange on 1 February, 2006, again becoming privately owned.

In line with the increased demand for value-for-money fashion Peacocks has begun to provide high fashion womenswear, menswear and childrenswear. High street stores have been revamped together with a steer towards prime locations.

The Store Today

Local and High Street Stores

Traditionally thought of as a low cost local store Peacocks has many small stores offering everyday essential items. These essentials stores are favoured amongst the older generations who have been shopping at Peacocks for many years. However, today Peacocks has moved towards value-for-money, quality fashion. It has begun to open bigger high fashion stores with fashion-led decor in prime high street locations. These stores are popular amongst the younger generations providing key fashion pieces and value prices. This combination of smaller local stores and large high street stores allows Peacocks to provide clothing for all their loyal customers regardless of age.

Peacocks Online

With a strong presence locally and on the high street Peacocks recently turned its attention to the world wide web.


Adhering to the idea of a one-stop-shop Peacocks has many concessions with other brands. To date Peacocks has concessions in more than 30 Woolworths, Co-Operative and Somerfield stores around the United Kingdom.

Peacocks of London

Branded as Peacocks of London, Peacocks has more than 60 franchise stores outside of the United Kingdom in Bahrain, Cyprus, Greece, Kuwait, Malta, Russia, Saudi Arabia, Sestka, Slovakia, Turkey, United Arab Emirates and Ukraine.



Drapers is one of the leading authorities in the UK fashion industry and the Drapers Awards are the top industry awards, highly recognised both within the fashion and retail industries. Peacocks is very proud of its success at The Drapers Awards over the years. In 2005 the chain won Best Value Retailer, in 2006 it was awarded The Value Footwear Retailer of the Year. The award is a huge accolade for Peacocks who have gone from strength to strength in their footwear offering with the winning combination of high fashion and affordability. Peacocks' footwear is a natural extension of their core fashion clothing range and has proven to be the best value on the high street. More recently at The Drapers Awards 2008 Peacocks once again won The Value Footwear Retailer of the Year. The award was in recognition of the fantastic fashion ranges, quality, choice and low prices in Peacocks stores across the United Kingdom.

One to Watch

Peacocks are very proud to have scooped up the 2006 prize for 'one to watch' at the annual Comfort Prima High Street Fashion Awards. The Comfort Prima High Street Fashion Awards has established itself as the Oscars of the high street fashion industry, 2006's star studded event celebrated 17 awards voted by the Prima readers.

Flame of Hope

Peacocks finished an incredibly successful year in 2006 supporting Cancer Research UK by winning the charity's Flame of Hope award for Business Supporter of the Year. The award recognises the huge contribution Peacocks has made to Cancer Research UK through extensive in-store promotions, colleague fundraising, and incredible customer support.

Investors in People

Peacocks has been awarded with an Investors in People accreditation and has an open, entrepreneurial and friendly culture. Senior managers are very visible and there is a deep-rooted passion in the company and the product. Development and progression are extremely important and there are always opportunities to progress. Tim Bettley, managing director, worked his way up through buying to his current position and has been with the business for 12 years.

Multi-Site Campaign

Forming an Energy Saving Group with the support of the Board helped to kick start Peacocks campaign, while regional briefings and training sessions were vital in rolling out the initiative to over 9,000 staff members at sites across the United Kingdom. Themed weeks kept the momentum going, as well as improvements in the energy performance of lighting, air-conditioning and time clocks within the shop floors. Peacocks regards the 100 days as just the beginning and has a number of further plans in the pipeline, including installing 100 Smart Meters across their sites so they can measure the impact of their work.


Cancer Research UK

"Together we will beat cancer" Cancer Research UK is the world’s leading charity dedicated to research into the causes, treatment and prevention of cancer. Their vision is to conquer cancer through world-class research, aiming to control the disease within two generations.

Pink Day

Peacocks takes its responsibilities seriously and in April 2005 began supporting Cancer Research UK. In the three year partnership over £1million has been raised through many exciting initiatives and activities. Peacocks hold an annual, company wide Pink Day, a day of fun to fundraise for a serious cause. On this day colleagues wear anything pink from t-shirts to fancy dress (the more inspired the better!). Homemade cakes are sold, raffles are held, massages, manicures and pedicures are on offer. All money raised on Pink Day goes to Cancer Research UK. The Customer Services team regularly communicate news of Cancer Research UK fundraising events to colleagues who are encouraged to take part in The Race for Life and The Relay for Life.

Cancer Research UK Range

As well as colleages fundraising, Peacocks also encourage customers to fundraise through a range of Cancer Research UK products sold instore. From teddies to bras to wellies, all bear the Cancer Research UK logo and all contribute towards Peacocks' ongoing support in the fight of cancer. Usually available instore from late Summer, the Cancer Research UK range is extremely popular with Peacocks customers. In the Summer of 2007 the Peacocks ' Customer Services team received over 100 calls a day from customers wanting to get hold of the Cancer Research UK wellies; within days of hitting the stores in the Autumn the wellies were sold out.

External links

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