New fashion store opens in Derby city centre

WITH 95% of products under £10, new family fashion retailer Pep&Co is taking on the big boys of the value clothing world.

But store manager Andy Cheetham is confident the quality of the items – as well as the price – will win over customers.

The store, which will sell childrenswear, womenswear in sizes eight to 22 and homeware, has open in the former Next store, in Albion Street, on Saturday.

Items on sale include babygrows for £1, toddler T-shirts from £1.50, Frozen slippers for £6, women's vest tops for £2 and women's ballerina shoes for £4. The store's most expensive item is a women's coat for £25.

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Andy, who has previously worked for Gap and Peacocks, says he hopes the store will boost footfall in Derby's St Peters Quarter, which is the main shopping area outside Intu Derby.

He said: "The products we sell are good quality and at a great price – toddler T-shirts for £1.50 is great value.

"I think the store will entice people out of Intu and into the streets."

The Derby store will be the 35th to be opened by Pep&Co as part of its ambitious plan to open 50 stores in 50 days.

The business model of Pep&Co is to offer low-priced fashion and home ranges, initially for mums and kids.

The Derby store will stock men's socks and underwear with a menswear range due to be launched in the future.

The business has been established by former Asda chief executive Andy Bond, with the backing of a £20 million initial investment.

It is run by an experienced management retail management team with more than 70 years of combined experience, including former Matalan commercial director Adrian Mountford.

Mr Bond said: "Over the past few years, we Brits have been falling back in love with our high streets by shopping in smaller locations at stores offering real value.

"My ambition is that Pep&Co will build on the example of new value food and general merchandise retailers."

Stephen Jeffery, board chairman of St Peters Quarter Business Improvement District, welcomed Pep&Co's arrival.

He said: "We are delighted that Pep&Co have chosen St Peters Quarter to open their new Derby store.

"This brand greatly strengthens the area's retail offer – reaffirming St Peters Quarter as the city centre's traditional high street with a unique blend of national names and independent stores."

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