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UK: Poundland makes major homewares move with launch of Pep&Co Home

Updated: Sep 21, 2020

Discount Non-food Retail Chain Poundland (owned by South African Steinhoff Holding) stepped up its transformation by revealing that it would launch brand new homeware shop-in-shops right across the UK and in its Irish Dealz stores.

All of Poundland’s 800+ stores will be putting its all-new contemporary PEP&CO Home brand (owned by Discount Homeware and Textile Retail Chain Pepkor another division of Steinhoff International) on display this week with over 120 of its larger locations also getting brand new displays to show off the revamped range.

The launch of PEP&CO Home at Poundland marks the biggest in-store change since Poundland rolled out clothing shop-in-shops to 300+ stores and is another building block in the massive transformation plans announced by the UK’s most popular discount retailer in July. (see

The homeware revamp has been 12 months in the making and brings an on-trend, contemporary, and exclusive home and décor range to Poundland alongside a major refresh of how the products are displayed and merchandised.

While customers will be offered choice of new items that wouldn’t be out of place in a Swedish home furnishings store or a Danish boutique, the value will be extraordinary.

The new brand will be introduced this week with items to put the finishing touches to any home such as photo frames, ornaments, vases, plant pots, faux plants and flowers, candle holders, cushions bath and towels and stylish throws. During the summer and autumn, new lines will be added as PEP&CO Home establishes itself as a go-to brand on the high street.

Baker Street’s Lündon Pad mystery solved

To demonstrate the amazing value of Poundland’s new PEP&CO Home range, earlier this month Poundland secretly put its new ranges on display in a Baker Street pop-up shop, on Instagram and online and filmed customer’s reaction.

Under the faux Scandinavian -brand “lündon pad” – an anagram of Poundland – the discount retailer filmed customers’ reactions to the new ranges.

The launch of PEP&CO Home now solves the mystery that gripped influencers as to who was behind Baker Street’s new lündon pad pop-up shop, just down the road from Sherlock Holmes’ fictional home. Its products were also featured on a website and at the Instagram account lundon_pad where they received an enthusiastic response from social media influencers.

Some lündon pad admirers were so impressed by the ranges that they said they would pay up to £400 ($528) for some items and were gobsmacked when they were told items in the new range could be bought at Poundland for between £1 ($1.32) and £10 ($13.20).

Classy PEP&CO Home Ranges at Poundland prices

Following PEP&CO clothing and frozen and chilled foods, PEP&CO Home will be the third shop-in-shop to be rolled out to its stores since it began its transformation programme.

The move also builds on the growing popularity of Poundland’s PEP&CO clothing brand, which is Britain’s fastest-growing fashion brand, serving 15 million customers a year.

Already popular for its kidswear, women’s and men’s fashion, the launch of the new PEP&CO Home range marks the biggest change in its offer in its five-year history.

Poundland’s transformation accelerates

Poundland’s trading director Tim Bettley said: “We’ve been working overtime on the introduction of PEP&CO Home to Poundland and we can’t wait to launch this week.

“PEP&CO Home is a contemporary range, offering both quality and amazing value– from everyday items to the ornaments that bring the finishing touch to any room.

“And we know from our secret tests, customers are going to love the range, especially when they realise the value compared to other retailers.”

The launch of the new range accelerates the biggest transformation in Poundland’s history announced in July. The “Project Diamond” transformation includes refreshing and refurbishing stores, new store opening and re-sites, extending the range of entertainment products and accelerating the rollout of chilled and frozen food to 60 stores.

PEP&CO Home at Poundland will be available in all 800+ stores from 8am on Thursday 20 August. Over hundred stores will also receive new contemporary black display units that will showcase the ranges at their best co-located with the PEP&CO fashion shop-in-shop.

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