Poundland revamp includes e-tail trial, fashion expansion

By

Sandra Halliday

Published
Jul 16, 2020

Budget retailer Poundland has announced a major new transformation programme. It’s the biggest in its history and is designed to take it through the next decade. The programme will also see the company testing out online delivery for the first time.

Part of Pepco Group, the giant chain sells a wide variety of general merchandise products at mostly £1 each.

Now its new Project Diamond will take in a delivery trial using one of its three stores in Crannock. The location will close this weekend and will be converted into an online fulfilment hub.

Recently, the company has been increasing its presence in the fashion sector with the rapid expansion of the Pep&Co clothing label in its shops. It had already announced the creation of more shop-in-shops for the brand earlier this month, with the addition of six new locations meaning that the label will be in 310 of its shops in Britain.

When the company first introduced the fashion range into its shops, it meant that there were many more items available that cost above £1 and the new transformation programme will also see more £1+ prices in all the categories that it sells. There will also be new pricing below £1, the strategy change offering the company more flexibility in the goods it can sell.

The new approach also means the addition of chilled and frozen food to 60 stores as a first step, with more locations offering foods by year-end. There will also be shop-in-shops for more categories and store refurbishments that will see a three-tier store estate comprising destination locations with the full offer, high street shops offering the core range, and smaller convenience stores.

Some stores will have been converted by the end of this month with the full programme due for completion in September.