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Peter Millar Crown Shop Opens at Franco's Short Pump Town Center

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.”

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.” 



A family-run company in its second generation, Franco’s has two locations, both in Richmond. Well-known for their commitment to quality and attention to proper fit, their flagship store features one of the few remaining in-house master tailor shops in the country, where the original owner, Franco Ambrogi, still oversees today.  The company offers 60+ menswear brands, footwear, custom shirts and made-to-measure clothing. For more information, visit,  become a fan on at and follow the company on and



Peter Millar LLC, a division of Richemont S.A., is a leader in the design, marketing and distribution of premium lifestyle products. Peter Millar has achieved remarkable growth and success by supplying the highest quality products to a premium limited distribution. Peter Millar offers a wide range of casual sportswear, tailored dress furnishings, and luxury and performance golf attire. The Company’s brand names include Peter Millar, Peter Millar Collection, Peter Millar Tailored Clothing, and Crown Sport Performance Apparel.  For more information, visit, become a fan of Peter Millar on Facebook at and follow the brand on Instagram and Twitter at @PeterMillar.