Discount retailer Poundland is to revamp its stores to compete against traditional middle-market retailers who are now offering more discounts.
Poundland, which offers all its goods for just £1, has appointed design agency Knox to modernise its stores. The first revamped store will open in Runcorn, Cheshire this month. It will be the stores’ first major revamp in their 12-year history. The redesign is expected to be rolled out to all of Poundland’s 60 UK stores. A further 90 are planned to open over the next few years.
The new store will have wooden flooring, wider aisles and is colour-coded in what the design agency describe as “Mediterranean” colours.
Knox was appointed by Gerry Loughran, marketing manager of Poundland. Loughran says: “People have a perception of what our stores should look like. What they are actually going to get is the same look as a high-class retailer.”
Loughran adds that Poundland may seek an ad agency in the near future: “We need to assess the best media to reach our customers.”