A Kettering mum chosen to be the face of a new fashion chain had the honour of cutting the ribbon for the official opening.
Kelly Bull and her children Kyana and Rocco were kitted out in Pep&Co outfits before officially opening the new store in Kettering’s Newlands Centre earlier this month.
The store was the first of 50 set to open across the country in the space of six weeks.
Jasmine Kendall, store manager at the Kettering branch, said: “We had a fantastic launch, with a huge crowd of shoppers waiting to get inside the store as soon as the door opened at 10am.
“Our Face of PEP mum, Kelly Bull, and her children Kyana and Rocco, were lovely and we had a great morning kitting them out in PEP&CO outfits before they officially opened the store.
“Our first week has been brilliant.
We’re looking forward to welcoming more shoppers this summer and beyondJasmine Kendall
“I’m really proud of what we have achieved, especially being the first of 50 stores.
“We’ve had lots of fantastic feedback from shoppers and I think Pep&Co is a welcome addition to the retail offer at the Newlands Centre.
“We’re looking forward to welcoming more shoppers this summer and beyond.”
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, childrenswear and homeware.
The Pep&Co Bosses whittled down their final 50 locations from a list of 350 towns and the Kettering store is one of 14 in the Midlands, including a store due to open in Corby soon.
CEO of Pep&Co Andy Bond said they wanted to offer discount prices, ‘convenient’ shopping and are aiming their products at mums and their children.
Prices start at £1 and the majority of items will be sold for less than £10.
Stock will be changed on a regular basis, with new ranges brought in every eight weeks.
The new Kettering store opened on July 1.