Peter Millar announces new Crown Shop at Keeneland Gift Shop in Lexington, KY

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Peter Millar, a leader in the luxury apparel market, announced today that it will launch a new in-store concept shop with Keeneland on August 26, 2013. The collaboration marks the company’s ninth addition to its signature Crown Shop collection, which offers an expanded selection of specially merchandised Peter Millar apparel, along with customized display fixtures.

From its inception in 1936, Keeneland was intended to be a special place – one that cultivates an enduring appreciation for the Thoroughbred and captivating lifestyle that includes fabulous hats, pops of color, bluegrass pastures and race days in the paddock. Located in the heart of Central Kentucky’s famed Bluegrass Region, Keeneland plays an important role in Thoroughbred breeding and racing. As the world’s largest Thoroughbred auction house and a premier racetrack, Keeneland attracts a globally diverse, influential group of individuals that possesses a sense of style and refinement.

“We are very excited that Peter Millar has selected the Keeneland Gift Shop as home for its ninth Crown Store in the United States,” says Jolene Dawkins, Director of Retail Operations. “The timeless Southern style and superb craftsmanship of the Peter Millar brand is a natural fit with Keeneland, and we look forward to a successful partnership.”

With the installation of the 170-square foot Peter Millar Crown Shop, Keeneland customers can expect an improved merchandise display and greater level of service within the line. Keeneland now joins Peter Millar’s distinguished group of Crown Shops located across the country.

“We look forward to welcoming Keeneland into our exclusive collection of Peter Millar Crown Shops,” says Peter Millar’s Scott Ruerup, Vice President of Retail.  “Specializing in Thoroughbred racing and auction, Keeneland’s global brand attracts a diverse international clientele to the Lexington community that truly appreciates superb quality and excellence which is what we at Peter Millar strive for. This unique retail partnership is one of the finest the Peter Millar brand has experienced.”



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 Tailored Clothing, Peter Millar Dress Furnishings, and E4 Performance Apparel.  For more information, please visit or contact Melissa Rivera at 919.277.1165 or email:



Keeneland Association, Inc. 4201 Versailles Road
Lexington, Kentucky 40510
Telephone: (859) 254-3412 Toll Free: (800) 456-3412 Fax: (859) 255-2484

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