ONE of the UK’s newest discount fashion chains has opened a new store in Stretford Mall, creating 12 jobs.

New mum Amy Beard was chosen to be the "Face" of PEP&CO’s new Stretford store, which she helped open with Mayor of Trafford, Councillor John Holden.

Amy, 28, from Stretford, cut the ribbon at the new shop, with her 10-month-old baby daughter Dania.

PEP&CO, which sells low priced women’s and children’s clothes as well as homeware, chose Stretford as one of 50 locations for a new store.

The recruitment process has been designed to appeal to its ideal customers – parents juggling family lives through full and part-time contracts and looking for flexible working hours to meet their childcare needs.

Stretford Mall manager Gareth Wilkins said: “I’m delighted PEP&CO has chosen the centre as one of its initial launch locations and warmly welcome the brand to the town.

“The current financial climate is placing many families under pressure and it’s fantastic for Stretford that we have another outlet that’s offering great value fashion and homeware at affordable prices.

"PEP&CO’s presence in the town has also boosted the local economy by providing 12 new jobs for the town."

Each store has appointed a Face of PEP&CO, with busy mum Amy fronting up the Stretford Mall store.

The Face of PEP&CO for each store officially opened their branch, and received a full outfit for free.

Amy said: “I was really flattered to be chosen. It was so lovely that Dania could be part of the day too.

“It’s a nice shop and good value for money, so I’m happy to be involved.

“I’m a busy mum so it kind of fits that they asked me to represent the brand. I really like the shop, it’s really good for children, and I’ll definitely be shopping there in future.”

Stretford and Urmston MP Kate Green said: “It’s great to see the retail offer at Stretford Mall going from strength to strength, providing affordable shopping for the community and creating more local jobs."