Poundland extends childrenswear space in 50 stores

By

Barbara Santamaria

Published
Feb 7, 2020

Poundland is responding to Mothercare’s departure from the UK high street by expanding its kidswear offer in 50 Pep&Co shop-in-shops across the UK and Ireland.

The value-focused chain has revealed that a sixth of its Pep&Co concessions will devote more space to children’s ranges to reflect the growing need for affordable kids’ clothing on the high street.

Pep&Co, the retailer’s clothing brand, is already a strong name in the schoolwear segment and recent problems for Mothercare and higher-priced kids' clothing labels in the UK means there's a big opportunity for newcomers to the wider kidswear sector that are offering very low prices.

“We’re developing a real reputation for our kidswear – because of the price, but also because it washes and wears well. That’s why we’re devoting more space than ever to clothing for kids in these stores,” said Sarah Morgan, commercial director at Pe&Co.

The move is part of a trial taking place in various Poundland and Dealz stores in the UK and Ireland, including locations in Cardiff, Crawley, Great Yarmouth and Glenrothes.

Currently over 300 retail branches stock the Pep&Co family range, including baby and kidswear, womenswear and menswear. Competing with Primark on value-for-money, prices for Pep&Co kidswear start at £1 per item and 95% of the range sells for under £10.

Last year’s collapse of Mothercare, one of the UK’s largest kid-focused chains, left a hole in the UK childrenswear market. The chain closed all 79 UK stores for good in January, but will continue to be available in Britain via Boots, the health and beauty retailer.