Kettering has been revealed as the first confirmed location for the new Pep&Co value fashion chain from the former Asda boss Andy Bond and former Tu boss Adrian Mountford.
The 4,000 sq ft store in the Newlands Shopping Centre in Kettering is likely to be one of the first of a total of 50 stores set to open this summer.
The shopping centre is home to retailers including Dorothy Perkins and Clarks and is said to be reflective of the type of locations of the other stores. The company had previously announced it would be targeting market towns.
Pep&Co is aiming to challenge the value fashion sector which is dominated by supermarkets and retailers such as Primark and Peacocks. It will sell womenswear, menswear, kidswear and lingerie.
Dhiresh Bhardwa, managing consultant at retail analyst CACI, said: “Kettering is a great location for Pep & Co as it
has 58,000 shoppers and value retailers account for 55% of all stores in the Newlands Shopping Centre.”
By shopper profile, Kettering has nearly twice as many young people and families on low incomes than the UK average, while middle-class families account for almost a third of shoppers in the centre.
“This suggests Pep&Co will be in a strong position to capitalise on mid-affluence shoppers seeking value clothing for the family,” said Bhardwa.
Other stores to open in the first wave, and specific opening dates, have not yet been revealed. As previously reported, at least 50 shops are planned to open during a six-week burst from mid-July.