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BUSINESS
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Business Editor Sin Barry 029 2058 3656
TURKISH DELIGHT: The new Peacocks store in Istanbul opens up a whole new market. Below, the Arabic Peacocks logo
Clothing chain expands into Middle East through franchise deal with Saudi firm
ercare and River Island. The first of Alshayas new Peacocks brand stores opened in the region during the past few days. March18 saw the opening of the first Peacocks in the Turkish capital Istanbul, and a second store opened in Bahrain on Tuesday this week. A further store is to open in Dubai, part of the United Arab Emirates, on April 4. Under the agreement with Alshaya, the Peacock Group will supply its full range of womenswear, menswear, childrenswear, footwear and homewares to the Middle East stores, and receive a royalty payment on all sales. The move requires no outlay on behalf of the Peacock Group and it is understood that royalty payments will be around 5-10%. Both Alshaya and Peacock believe there is considerable scope to roll out the Peacocks brand name across the Middle East, predicting that at least 40 new stores will be created across the region over the next five years. Mohammed Alshaya, chief executive officer of Alshayas retail division, which employs 3,500 staff across the Middle East, said that the firm was planning an aggressive expansion across the region. We are excited and have high expectations of the Peacocks brand, he said. It widens our portfolio by allowing us to trade across the family shopping spectrum at lead-in retail price points. As such, we are planning a challenging and aggressive opening store programme across all of the major markets in which we operate. Richard Kirk, chief executive of the Peacock Group, said the deal provided new opportunities to grow the Peacocks brand. Alshaya has great experience and a proven track record of working well with British retailers in this increasingly important and dynamic region, he said. Our partnership with them
minimises the risks associated with international development, while maximising the pace and likelihood of its success. We are excited by the partnership and the interesting opportunities that it will open up going forward. The Welsh store group currently has around 400 stores across the UK, trading under the Peacocks brand name. The group has a further 300-plus stores trading under the Bonmarch name.
In its last full year of trading (to March 31, 2003, the Peacock Group achieved total sales of around 396.6m, and posted pre-tax profits of 23.1m. At the beginning of this month, the company announced that 250 of its Cardiff head-office staff had benefited from a 1m windfall in employee share options, because shares in the company have almost trebled in value over the past four years.