Poundland to open 150 more Pep&Co branches inside stores over the next 12 months

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.

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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.

"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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If you're not convinced, the Sun Online tested the uber cheap clothing range for you - and here's what we thought.

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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POUNDLAND CATWALK We road test new uber-cheap clobber as Poundland rolls-out its own clothing range – but there’s a twist

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.

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