The Baggies’ owner is aware that Tony Pulis needs to sell players to recruit more signings, but he has no plans to let the striker leave, despite being highly sought after.
The reason for Peace’s refusal to cash in on Berahino is that he is still looking to sell West Brom, and believes that the club are a more attractive proposition with players such as Berahino still at the Hawthorns.
He is a pricey asset, who any future owner could choose to sell for their own gain, and that makes West Brom a more likely target for potential buyers.
Despite this stance, Peace is still expecting bids to be made for the 22-year-old striker before the close of the transfer window at the end of this month.
Tottenham, Newcastle, Chelsea and Stoke City are the four named parties, although it is stated that no formal bids have yet been submitted to the Baggies for the transfer of the young forward’s services.