Kettering chosen as first location for new fashion chain Pep & Co

Pep & Co in the Newlands centre, Kettering
Pep & Co in the Newlands centre, Kettering

Kettering has been chosen as the first confirmed location for a new fashion chain.

The Pep&Co value fashion chain, which is backed by South African retail tycoon Christo Wiese and has an experienced management team with former Asda boss Andy Bond and Adrian Mountford, formerly of Sainsbury’s and Matalan, at the helm, has chosen to open its first store in the Newlands Centre.

It has put up a sign in the empty show revealing its branding.

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, childrenswear and lingerie.

The chain plans to open 50 shops across the country in a six-week burst from mid July.

The opening date of the Kettering store has not been confirmed.