Atria Watford Peacocks unveiled by Caprice Bourret

The joint Peacocks and Bonmarché opened at 9am and welcomed the first 10 customers with a £50 “golden ticket” to spend in store.

The 10,000 square foot unit in the lower mall level was officially unveiled by Caprice Bourret, the former American supermodel turned entrepreneur to promote her new lingerie line, Loved By Caprice at Peacocks.

Peacocks ambassador Caprice cut the ceremonial ribbon at the opening this morning. (Image: Loved By Caprice at Peacocks)

Sylwia Leiss, 41, and her son Leonard, 16, headed down for the opening and were some among the first people in the queue.

Inside the new Peacocks in atria Watford. (Image: Newsquest) The mum said: “I’m really excited, I love it! I got here before everyone.”

Mum Sylwia said she was really excited for the new Peacocks. (Image: Newsquest)

Watford shopper Kayleigh Tissington, 19, also said she was pleased with the new store, adding: “They used to have a Peacocks in Harrow but then that closed as well so it’s good they’ve brought it here.”

The ceremonial ribbon was cut by former supermodel and brand ambassador Caprice, who told the Watford Observer: “It’s a really exciting day, I’m going have to to take a video for my mom!"

Former supermodel turned businesswoman Caprice appeared at the opening to promote her new lingerie line with Peacocks. (Image: Loved By Caprice at Peacocks) “I’m looking forward to talking to all the people in the store here,” she added. “I love interacting with the people that are supporting me to get their input so I can make even better collections.”

Shoppers lined up to be the first people inside the new store. (Image: Newsquest)

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The new branch is part of a wider expansion for both fashion chains as they have already opened 20 combined stores this year and have another 20 planned for 2024.

Shopper Kayleigh said she was happy to have a Peacocks in Watford after the Harrow branch also closed. (Image: Newsquest)

Peacocks retail director Sharron Lamb said it had been “incredibly keen” to reopen a shop in Watford after the previous High Street branch shut in 2012 when it went into administration.

Shoppers enjoying the new Peacocks in atria. (Image: Peacocks)

They are the latest stores to open in the former John Lewis, which was divided into individual units after it closed for good during the pandemic lockdowns in 2020.

The new combined Peacocks and Bonmarché is now officially open in atria. (Image: Peacocks)

Dunelm and Poundland have already launched on the upper level, while a Choice fashion outlet and B&M are also set to open on the ground floor.

Inside the new Peacocks in atria Watford. (Image: Newsquest)
Joyce, who has lived in Watford for the last 50 years, said she was happy to have a new Bonmarché in the town, although she missed the department store's presence in the town centre.

Shoppers flocked to the new shop this morning. (Image: Newsquest)

The 88-year-old added: “I think what we are missing here is a television and white goods shop. John Lewis was where you would buy your television, but where would you go to now?”

Shoppers lined up outside Peacocks this morning. (Image: Peacocks)