Poundland has brought its family fashion offer to 560 stores across the UK and Ireland, including 56 former Wilko sites.

The expansion, “powered by” parent company Pepco Group, means Poundland and Irish Dealz shops will stock new ranges from lifestyle and athleisure brands such as Cardio Bunny and Bekkin.

The retailer said that moving to a range powered by Pepco has enabled it to reduce average selling prices by 10% as it takes advantage of the scale of Pepco Group’s buying power for its 4,600-plus stores across Europe.

Customers will also see ranges change much more frequently, with new products arriving into stores each week.

New ranges include Pepco’s kidswear brand Kukukid, which allows the Poundland to make use of its owners’ licensing partnerships and stock ranges including Harry Potter and Gremlins.

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Meanwhile, Poundland has also reconfigured its stores to offer more baby and kids clothing than ever before.

Over the last eight weeks, each store offering clothing has doubled the amount of space dedicated to baby and increased its kidswear by 50%.

The new ranges are already being brought to the 75-plus Poundland stores being opened over the current quarter to December, under its rapid expansion plans. 

Customers will now see ranges change much more frequently now clothing is powered by Pepco with new products arriving each and every week.

Poundland commercial director Tim Bettley said: “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.”

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