MORE than 50 shop workers across South West Wales have lost their jobs after the purchase of clothing chain Peacocks.

Staff in stores in Swansea, Llanelli and Carmarthen have been made redundant after Peacocks was bought out of administration by the Edinburgh Woollen Mill Group.

The deal will save 6,000 jobs across the UK but a total of 3,100 people will be made redundant including 13 staff at Swansea's Morfa Shopping Park store which has closed.

A total of 31 people have lost their job at the Peacocks stores in Llanelli's Parc Trostre and Llanelli Shopping Centre.

Nine shop workers have been made redundant following the closure of Peacocks at Lammas Street in Carmarthen.

Peacocks stores at Woodfield Street in Morriston, Oxford Street in Swansea, Station Road in Port Talbot and Queen Street in Neath will stay open and employing a total of 52 people.

Edinburgh Woollen Mill has acquired the Peacocks brand, 388 stores and concessions, as well as the business' headquarters and logistics functions in Wales.

A total of 224 stores have closed with immediate effect.

Joff Pope, joint administrator and associate partner at KPMG, said: "Today's deal ensures the continued trading of a well known name on the high street.

"While it is unfortunate that redundancies have been necessary, we are pleased that we have been able to preserve the majority of the business and jobs.

"Like many other retailers, Peacocks suffered from a decline in consumer spending due to the tough economic conditions and this, combined with a surplus of stores and unsustainable capital structure led to the business becoming financially unviable.

"However, a strong brand presence and loyal customer following meant that Peacocks attracted a great deal of interest from both trade and private equity bidders, leading to today's successful sale."

Philip Day, chairman and chief executive of the Edinburgh Woollen Mill Group, said: "We do hope that there will be scope to save more jobs and stores from those being forced to close now due to performance issues and overhead pressures.

"As you can imagine, there will be a considerable amount of work to undertake over the next few months to stabilise the situation, turn this business around, get the supply chain moving again and excite the customers with great products."

First Minister Carwyn Jones said: "I welcome the fact that despite its recent difficulties Peacocks will continue to have a future and employ a large number of people.

"The retention of the HQ in Cardiff in particular is good news.

"However, we wait to see the full details of how this announcement will exactly affect employees of Peacocks and we will provide all the support we can to those who face losing their jobs."