First tranche of Andy Bond-backed Pep&Co stores revealed

The first 15 stores of the fashion retailer, which is backed by former Asda boss Andy Bond, will be in Birkenhead, Boscombe, Bristol, Burton-on-Trent, Corby, Eastleigh, Ellesmere Port, Hemel Hempstead, Hull, Kettering, Maidstone, Redditch, Warminster, West Bromwich and Yardley.

The first store, in Kettering, will open in the first week of July and the rest will open over a period of eight weeks.

Pep&Co said it will eventually open 50 stores, which will create 500 jobs across England, Wales and Scotland by the end of August. A further 40 roles will be created by its distribution partner Clipper Logistics in Swadlincote, South Derbyshire

The store manager and sales associate positions have been designed to be attractive to those seeking to juggle family lives by offering full- and part- time contracts as well as the opportunity to flex working hours to meet childcare needs.

Managing director Adrian Mountford said: “I’m excited to be bringing Pep&Co to some of Britain’s much-loved towns. By offering amazing value fashion and home on those high streets, we can also play a role in bringing life back to our town centres.”

Investor Andy Bond added: “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 be the first true town centre fashion value store, able to build on the example of new value food and general merchandise retailers.”

Pep&Co has been backed by an initial investment of £20m and the retailer will strive to carve out a niche for itself by creating a “genuine discount retail format for fashion and families”, according to Mountford.

He told Retail Week in February: “We’re targeting a family shopper who’s got kids. Maybe she used to shop at Primark, but actually doesn’t want to roll a buggy into the busier towns. Maybe she’s a little scared of the fashion in Primark right now.”

Pep&Co’s discount offering will mainly comprise fashion, but will also include homewares. Mountford said the retailer will offer “fashion and home. Not furniture. Not huge items they couldn’t carry down the high street. But candles, frames, cushions, throws. Things to dress up their home, like they dress up themselves.”