POUNDLAND has announced plans to open more than 150 Pep&Co fashion outlets within its existing shops this year as it aims to conquer the world of supermarket fashion.
The discount store’s “shop-in-shop” offer a full range of fashion for men, women and kids.
Prices start at just £1 and 95 per cent of the collection costs under a tenner.
The expansion will double the availability of Pep&Co in the discount retailer’s stores, beginning on February 1 in the UK and continuing to Ireland before Easter.
Poundland claims that the expansion will give it “true fashion scale” and elevate it to a top 15 clothing retailer by volume alongside the likes of River Island, Top Man, Asos and Peacocks if expected sales are reached.
“This Christmas we sold over a million more items than we did in our whole first year of trading from standalone stores,” Pep&Co boss, Adrian Mountford said.
New Pep&Co stores opening pre-Easter
HERE’s where you can find the new Pep&co shops
- Bromley High Street
- Newcastle Byker Shopping Park
- Doncaster Thorne Road
- Dover St James
- Durham Riverside
- London Holloway Road
- Kidderminster Swan
- Leighton Buzzard
- London Leyton Mills RP
- Liverpool St Johns Dawson Way
- North Shields
- London Portobello Road
- Sheffield Castle Square
- London South Harrow
- NORTHERN IRELAND
- Lisburn Bow Street Mall SC NI
- Blanchardstown West End RP
- Dundrum Village Centre
- Finglas Main Centre
- Kilkenny Market Cross
- Newbridge Courtyard
“Thanks to our partnership with Poundland – and now Dealz in the Republic of Ireland – we’re set to double in size over the coming year,” he added.
Poundland’s UK & Ireland managing director Barry Williams said he planned to make the bargain retailer a “must-stop fashion destination”.
He said: “We’re turning that ambition into reality and by the end of this year, with over 300 ‘shop-in-shop’ fashion stores, we’re set to become a major fashion player.”
Pep&Co opened its first standalone store in Kettering, Northamptonshire, in July 2015 and impressively within 50 days it had opened 50 more.
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Before Christmas, the budget retailer provoked a storm of outrage on social media with its series of Twitter ads showing a naughty elf in various sexual poses and positions.
The ads prompted the Advertising Standards Agency (ASA) to launch an investigation.
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The storm was sparked when Poundland posted a picture of the elf standing over a female doll and asking: “How do you like your tea? One lump or two?”
The pic also featured a box of Twinnings Classic teabags, with the company accusing Poundland of “misusing” its product.
In June, an investigation found that items sold by pound shop brands – including Poundland – are sometimes up to 60 per cent cheaper elsewhere.