Fashion for mums and kids will form 80% of the offer for the new Pep&Co value chain from the former Asda boss Andy Bond and former Tu boss Adrian Mountford.
Speaking to Drapers at Pep&Co’s store in Kettering – its first confirmed location, which is due to open in July – Bond said: “Our shopper is a 35-year-old mum with a couple of kids who is seeking strong value, for her children first, but also for her.”
The clothing offer will be evenly split between womenswear and kidswear, with the remainder described as ‘fashion for the home’, such as candles and photo frames. Pep&Co plans to include menswear at a later date and extend the homeware offer.
The company is plugging into its parent company Pepkor’s global sourcing capability, which serves more than 600 stores in Poland through the Pepco fascia. Pepkor also has a retail presence in Australia and its native South Africa.
Mountford and Pep&Co trading director Cathy Haydon, former BHS colleagues, are using their supplier contacts to build up the collections. Haydon was previously head of merchandising at both Marks & Spencer and Tesco.
The team is based at a head office in Watford and currently comprises 25 people. Around 10 are still to be recruited.
Among those already in post is Simon Singleton, formerly operations director at George and retail director at Republic, who is leading the initial hunt for 50 stores, which will be in secondary towns.
Sarah Froggatt, formerly head of point of sale at Asda and marketing and customer relations manager at Wilko, has been appointed head of marketing. Zara Woodward, previously senior buyer at Marks & Spencer and Asos.com, and Amanda Burland, formerly buying and merchandising manager for upmarket furniture retailer OKA, have joined the buying team.