The first Pep&Co store, which opened in Kettering today, has hit its full-day launch target in just two hours and customers in store meet the target profile, managing director Adrian Mountford has revealed.
Mountford, the former boss of Sainsbury’s Tu clothing business, told Drapers that he was “absolutely delighted” with the response to the value chain’s first store, which opened its doors at the Newlands Shopping Centre at 10am today.
“I was quite nervous, I have to be honest, but it’s been amazing,” he said. “With the weather being baking hot, we were worried that people might stay at home but there was a big queue when we opened and it is still busy now.
“The kids T-shirts at £1.50 and the £1 school polo shirt have been selling really well, as well as the short-sleeved and sleeveless womenswear tops.
“We’ve seen a lot of the ‘pick up’ items for £1 or £2 [such as lip balms or accessories] in people’s baskets as they queue for the till too.
“Overall the mix of sales between women’s and kidswear is about what we planned, although it probably means nothing as it is too early for it to be very meaningful.
“It’s been very encouraging that we have been describing the customer as a young mum on a budget and the store is full of young mums with prams and kids – absolutely the type of customer we wanted to attract.
“It’s early days but it has been an amazing start,” he said.
The new value chain will open its next store on July 13 in Cwmbran and over the following 50 days it will open the rest of its initial 50 stores.