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Poundland Launches First TV Advertising Campaign For New Ranges

Poundland bathroom towels

Discount retailer Poundland today confirmed it would be advertising its all-new clothing, homewares and grocery ranges on UK and Ireland TV for the first time.

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The TV slots which will debut tomorrow (15 March) and run until mid April will highlight the significant value Poundland is now able to bring shoppers having completely revamped and extended into whole new categories.

Irish comedian Alan Devally who fronts the ads will also be dropping into Poundland stores over the coming weeks to meet shoppers.

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Over the past few years Poundland has brought a sizeable chilled and frozen food offer to hundreds of its stores and more recently completely revamped its clothing and homewares ranges with thousands of new and updated items.

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Powered by parent company Pepco Group, those new ranges are also at the heart of ‘Project Evo’ that is bringing major makeovers to stores across the UK & Ireland.

The ‘Project Evo’ transformations will see stores get a top-to-bottom refresh making them the best and most up-to-date Poundland or Dealz stores they can be to show off those ranges at their best.

The refresh will be the first significant investment in many of these stores for over five years as both customer aisles and colleague areas get a major renovation.

Makeovers have already been completed at 24 stores and contractors are now on site at another in 11 locations across the UK & Ireland so further stores can be relaunched over the next fortnight.

This coming Saturday (16 March) Project Evo refurbishments will complete in New Malden, Dartford Priory, Droitwich and Irish Dealz stores in Gorey and Naas.

And the following week, makeovers will be completed on Saturday 23 March in Poundland stores in Basingstoke, Hailsham, Exeter Exe Bridges and Cannock as well as Dealz stores in Cork and Letterkenny.

With additional Project Evo makeovers scheduled for subsequent Saturdays, around 50 stores will have received makeovers by 6 April.

Project Evo work varies from store-to-store, but once finished each will become the best and most up-to-date Poundland stores they can be.

Each will offer customers the most comprehensive ranges that can be accommodated in the location, including chilled and frozen food, and the very latest clothing and homewares ranges powered by Poundland’s parent company Pepco Group.

As part of the transformation, the stores will also get fresh new signage, flooring and lighting while back office colleague areas will also be given a makeover to make them better places to work.

After the alterations, all the stores will have been reconfigured to offer more baby and kids clothing than ever before, bringing parents its promise of amazing value.

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The introduction of chilled food will see these stores bring Poundland’s market-leading £3.00 meal deal to each location alongside the frozen food ranges that have proven increasingly popular with shoppers.

Poundland’s commercial director Tim Bettley said: “There’s been a transformation underway at Poundland for quite some time – in fact a Poundland or Dealz in 2024 is simply light years away from the kind of store customers would have experienced a decade ago. “With our significant investment in ranges, stores and service, it’s now the right time to invite customers who haven’t seen what we now offer, to come and take a look for themselves at the changes we’ve made.”

Earlier this year Poundland confirmed that it had begun a complete overhaul of its general merchandise ranges that would see it introduce 2,000 new lines across all its 850-plus stores in the UK and Ireland. The new ranges, powered by parent company Pepco Group represent the single biggest change in its general merchandise offer in Poundland’s 30-plus years’ history. Recent additions to the range include an extensive ‘Peter Cook’ kitchen range of cookware and stylish utensils. In clothing, Poundland also added significantly more space to its all-new baby and kids’ clothing ranges as it aims to be Britain’s best value clothing retailer. It has also completed makeovers in 11 former Wilko stores in England and Wales.

Source : Poundland

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18 March 2024

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