Pep&Co to open 100th outlet in Wulfrun Centre's Poundland store

Pep&Co prices start at £1 and 95 per cent of what it sells is under £10. It already has Poundland shop-in-shops in Willenhall and Dudley, with the brand planning further expansion across the Midlands, but it has chosen Wolverhampton for its landmark 100th opening.

Pep&Co’s managing director, Adrian Mountford, says he is looking forward to celebrating the brand’s landmark opening with Wolverhampton’s fashion and budget conscious shoppers.

Adrian said: “We’ve opened an impressive 100 stores since July 2015, and our success really is down to our customers, who have been snapping up trend-led fashion pieces at amazing prices. We might be a new brand, but we’re one that shoppers love once they find us.

“Do come and join in the celebrations on Friday and Saturday, as we mark this very special occasion.”

Shoppers will be treated to a weekend full of celebrations, including an in-store Price is Right competition this Saturday hosted by Signal FM’s Dicky Dodd. There is 10 per cent off in-store purchases all weekend, prizes to be won and the promise of a 'special surprise' taking place at 11am on Saturday.

The shop-in-shop will feature Pep&Co’s full range of women's, men's and kids' fashion – but not at the expense of Poundland’s current offer. Through clever use of existing space, the Wulfrun Square Poundland store has the capacity to accommodate a full Pep&Co without reducing Poundland ranges.

By October, Pep&Co will be in available in around 170 stores – and is set to bring the brand to over 570 other Poundlands with a selection of key best sellers in the stores.

Since February 2017, the value fashion brand has already opened over 30 shop-in-shops in Poundlands across the UK, with the first opening in Hanley. The retailer plans to open an additional 50 shop-in-shops at Poundland over 42 days later this year.

The drive to open more fashion chain branches in Poundland stores comes after the Black Country-based £1-for-everything business was bought in a £610 million takeover deal by Pep&co's owner, South African group Steinhoff International, in September.

Poundland, with its headquarters in Willenhall, is now headed by Andy Bond, the former Asda boss who runs the European arm of Steinhoff. Mr Bond, who once ran Asda's George clothing label, founded Pep&Co in 2015 with backing from Steinhoff's chairman, South African tycoon Christo Wiese.

The company says the launch of in-store Pep&Co branches is part of its drive for Poundland to be "refreshed and repowered" for its seven million customers each week.