Poundland has reached a pivotal milestone in its expansion efforts by successfully implementing new clothing ranges in collaboration with its parent company, the Pepco Group. This strategic enhancement has led to a significant broadening of family fashion choices, now available in 560 stores across the UK and Ireland. This expansion encompasses the transformation of 56 former Wilko outlets, which have been re-introduced to the market under the Poundland banner.
The transition allows customers of Poundland in the UK and Dealz in Ireland to access novel collections from sought-after lifestyle and athleisure brands, notably Cardio Bunny and Bekkin. Additionally, Poundland has undertaken a store redesign to augment its offering of children’s apparel, now boasting a doubled space allocation for baby clothing and a 50% increase in kidswear.
Particularly noteworthy is the introduction of Pepco’s own children’s clothing brand, Kukukid, into Poundland’s product array. The extended kidswear line capitalizes on Pepco’s substantial licensing agreements, incorporating a variety of new licensed merchandise. Customers can find items featuring beloved characters from Harry Potter, Gremlins, Tom & Jerry, and the Moomins, enriching the already popular Disney, Warner, and Star Wars collections.
Recent internal studies by Poundland have indicated that its new clothing range presents a more economical alternative compared to principal competitors such as Primark, George at Asda, and F&F at Tesco. On average, Poundland has been able to slash its average selling prices by 10 percent, a reflection of leveraging Pepco Group’s extensive buying power, which spans over 4,600 stores throughout Europe.
Sourcing for the Pepco clothing line is conducted by the dedicated Pepco Group sourcing team, known as PGS, ensuring continuity and quality in line with the former PEP&CO apparel.
Highlighting the affordability, the current hero products within the Poundland and Dealz clothing collections include children’s outerwear starting at just £9, and a diverse range of items such as leggings, t-shirts, and licensed sweatshirts commencing at £2. The pricing strategy extends across various categories, with adults’ and children’s winter essentials also being offered at accessible price points.
Tim Bettley, Poundland’s commercial director, expressed the company’s enthusiasm about the transition, stating:
“As we’ve transitioned to these new ranges over the past three months, it’s been clear our customers have appreciated the lower prices and new ranges – especially in baby and kidswear. By taking advantage of the scale of our parent company, we’re able to double-down on the promise we make to deliver the amazing value we’re famous for.”
In the backdrop of this transition, Poundland’s growth in the clothing market has been notable, with an evolution in product range that now includes homewares, and chilled and frozen foods, providing an alternative shopping experience to traditional supermarkets.
Looking ahead, the refreshed and expansive clothing selections are set to feature in over 75 new Poundland stores scheduled to open by December, which will also include the revamped former Wilko locations.
