Oswaldtwistle Mills has launched the UK's first Peacock's concession after the value high street retailer was taken over by the Edinburgh Woollen Mill Group.
The fashion chain will join more than 100 other retailers in the former textile mill as part of a concession strategy developed by new owners in conjunction with Oswaldtwistle Mills.
Edinburgh Woollen Mill first joined Oswaldtwistle Mills in August 2011 and has enjoyed a successful 18-month trading period at the store.
Oswaldtwistle Mills' managing director Boyd Hargreaves believes more and more high street retailers are set to explore the concession format to target customers.
He said, "Forward thinking High Street retailers are looking to grow and redirect sales through new sales avenues. The concession format is a smart avenue for retailers like Peacock's to explore as its freedom and flexibility and introduces their brand to a new captive audience.
"We're delighted to welcome Peacock's to Oswaldtwistle Mills - it's a huge coup for us and we hope it will be the start of a long and mutually beneficial partnership."
Peacock's has taken up a 3,000 sq ft space in the facility, joining retailers like The Works, Pavers, Roman Originals, Klass and Yankee Candle, which opened its first ever concession in Oswaldtwistle Mills in 2003.
Oswaldtwistle Mills takes care of the general management responsibilities on behalf of its concessions, including cash banking, payments, site management and marketing.
Philip Day, CEO of both Peacock's and Edinburgh Woollen Mill, said the partnership signalled the rebirth of the value fashion chain.
EWM's Oswaldtwistle Mills concession is one of the stores best performing outlets since it opened 18 months ago, introducing Peacock's to the store was a natural fit. With fantastic footfall and the concession format offers multiple benefits for Peacocks as Oswaldtwistle Mills, one of the North West's leading retail and tourist destinations, attracts more than 1.4 million visitors a year.
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