Peacocks (retailer)

Peacocks Stores Limited

Industry	Fashion
Founded	Warrington, England (1884)
Headquarters	Cardiff, Wales
Number of locations	400 +
Area served	United Kingdom, Eastern Europe, Southern Europe and Middle East.
Number of employees	6,000
Parent	Edinburgh Woollen Mill
Website	www.peacocks.co.uk

Peacocks is a fashion retail chain based in Cardiff, Wales. The chain is a part of the group Edinburgh Woollen Mill, and employs over 6,000 people. There are currently over 400 Peacocks retail outlets located in the United Kingdom; and more than 200 stores located in twelve other countries throughout Europe. Originally selling home goods and basic clothing, Peacocks has been re branded over the years as a value fashion store.

Richard Kirk, the former owner of the chain, worked hard to transform Peacocks into a major fashion player. The retailer won numerous awards, notably the Best Value Retailer award from Drapers. In January 2012, Peacocks entered administration and was bought by The Edinburgh Woollen Mill Group. Edinburgh Group also owns the Jane Norman chain, a fashion outlet for women.

Peacocks was established in Warrington in 1884, as a family run business selling a wide range of goods. Over the years, Peacocks Penny Bazaar has expanded, opening more outlets and tailoring its look to keep up with the times and trends. It has remained a family business throughout the Peacocks family history.

In the 1940s, the company relocated to Cardiff, where its headquarters remain. The move had a profound effect on the development of the group, whose 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 .

In October 2005, a £400 million management buyout led by Richard Kirk was agreed to, supported and arranged by Echelon Capital and supported by Goldman Sachs, and hedge funds including Och-Ziff and Perry Capital that own 55% of the new holding company. The company unlisted from the exchange on 1 February 2006, again becoming privately owned.

In line with the increased demand for value for money fashion, Peacocks began to provide high fashion women's wear, men's wear and children's wear. High street outlets were revamped and placed together, with a steer towards prime locations.