Franco’s welcomes expanded collections from highly sought-after menswear brand

The American luxury apparel brand, Peter Millar, will open its latest Crown Shop at Franco’s Short Pump Town Center location on Thursday, September 12th. The 450 square foot Peter Millar Crown Shop will offer everything from woven sport shirts, sweaters, and knit golf and polo shirts, to tailored clothing, outerwear, footwear, and accessories. Peter Millar has become one of the retailer’s most popular clothing lines for discerning individuals — on the golf course, in the office, and on the town.

“We’ve carried the Peter Millar line at both of our store locations for several years,” says Franco’s co-owner Mark Ambrogi, who opened his Short Pump Town Center location in 2003. “This will be Peter Millar’s twenty-third Crown Shop in the country. We’re excited to be a part of their growth by bringing an expanded offering to the Richmond community.”

Franco’s flagship store on Lakeside was one of Peter Millar’s first accounts when the North Carolina-based company, founded in 2001, decided to bring its brand to Richmond.  “We’ve seen firsthand the evolution of Peter Millar from the initial cashmere sweaters and cotton knits to an entire lifestyle collection,” states Kevin Reardon, co-owner and manager of Franco’s Lakeside store. “The clientele at both our stores appreciates Peter Millar’s attention to style, fine craftsmanship, broad color palette, and high quality materials.”

a model in a peter millar vest outfit

The Crown Shop at Franco’s Short Pump Town Center will carry the brand’s mainline capsule Crown, sartorial attire from Peter Millar Collection and Crown Sport luxury performance apparel, as well as everyday activewear styles, footwear and accessories.

“We are extremely proud to welcome Franco’s into our exclusive family of Peter Millar Crown shops,” says Scott Ruerup, Peter Millar’s President of Retail. “Franco’s has established a strong presence in the Richmond community and we are thrilled to showcase the Peter Millar brand with one of the finest specialty retail partners.”

peter millar model in a sport coat

The company will host a grand opening event to celebrate the new space on Thursday, September 12, 2019 from 4 pm until 8 pm at Franco’s in Short Pump Town Center, 11800 West Broad Street, Richmond, VA 23233.  The public is invited to attend.  Visit for details.