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| 'I was Mrs Poundland, but I stopped going when their prices went up' | 'I was Mrs Poundland, but I stopped going when their prices went up' |
| (about 8 hours later) | |
| Poundland used to be a big attraction when everything was £1, according to Sharon Carroll | Poundland used to be a big attraction when everything was £1, according to Sharon Carroll |
| Sharon Carroll once shopped so much at her local Poundland that her friends described her as "Mrs Poundland". | Sharon Carroll once shopped so much at her local Poundland that her friends described her as "Mrs Poundland". |
| "I'd just buy so many things," says Sharon. "I'd spend £40 to £50. | "I'd just buy so many things," says Sharon. "I'd spend £40 to £50. |
| "When everything used to be £1 it was a big attraction." | "When everything used to be £1 it was a big attraction." |
| But when the company began to change its pricing strategy, increasing the prices of some products from £1, the 45-year-old says she cut down on her purchases. | But when the company began to change its pricing strategy, increasing the prices of some products from £1, the 45-year-old says she cut down on her purchases. |
| "The quality of the products was also going down and you were paying more for things." | "The quality of the products was also going down and you were paying more for things." |
| Other shoppers also told the BBC that they were put off when the retailer started putting its prices up. | Other shoppers also told the BBC that they were put off when the retailer started putting its prices up. |
| This week, the struggling budget chain was sold for (appropriately) £1 by its owner Pepco to a US investment firm, Gordon Brothers. Up to 100 stores are at risk of closure. | This week, the struggling budget chain was sold for (appropriately) £1 by its owner Pepco to a US investment firm, Gordon Brothers. Up to 100 stores are at risk of closure. |
| The £1 promise was Poundland's "most compelling proposition", says Howard Lake, a retail consultant at Kantar. | The £1 promise was Poundland's "most compelling proposition", says Howard Lake, a retail consultant at Kantar. |
| "Removing this identity alienated its core shopper base." | "Removing this identity alienated its core shopper base." |
| The company clearly agreed. After it raised some prices from £1 in 2017, earlier this year it said it was returning to its roots, increasing the number of products it offered that cost £1 or less from 1,500 to 2,400, almost half its range. | The company clearly agreed. After it raised some prices from £1 in 2017, earlier this year it said it was returning to its roots, increasing the number of products it offered that cost £1 or less from 1,500 to 2,400, almost half its range. |
| Small towns | Small towns |
| Poundland has 825 stores in the UK, with around 16,000 staff. | Poundland has 825 stores in the UK, with around 16,000 staff. |
| Many of those shops are former Woolworths or Wilko branches, which it hoovered up after the two brands collapsed. | Many of those shops are former Woolworths or Wilko branches, which it hoovered up after the two brands collapsed. |
| Poundland became the biggest occupant of ex-Woolworths stores after the retailer went into administration in 2009, taking on 93 of its stores, more than 10% of the Woolworths estate. In September 2023 it took over the leases of 71 former Wilko stores. | Poundland became the biggest occupant of ex-Woolworths stores after the retailer went into administration in 2009, taking on 93 of its stores, more than 10% of the Woolworths estate. In September 2023 it took over the leases of 71 former Wilko stores. |
| Often, these stores were in the kinds of small towns where other large retailers do not have a presence. | Often, these stores were in the kinds of small towns where other large retailers do not have a presence. |
| "They might have had a Woolworths, a bank and a charity shop," says Jonathan de Mello, a retail analyst and the founder of JDM Retail. | "They might have had a Woolworths, a bank and a charity shop," says Jonathan de Mello, a retail analyst and the founder of JDM Retail. |
| Elizabeth Gray loves going into her local Poundland in Bangor, Northern Ireland. | Elizabeth Gray loves going into her local Poundland in Bangor, Northern Ireland. |
| Recently, she found a pair of small ceramic houses in the store, which were a copy of a design she had seen at Zara. "We don't have a Zara near where I live," she says. | Recently, she found a pair of small ceramic houses in the store, which were a copy of a design she had seen at Zara. "We don't have a Zara near where I live," she says. |
| Elizabeth Gray, pictured with the ceramic houses she bought in Poundland, says she's "kind of in love" with the retailer | Elizabeth Gray, pictured with the ceramic houses she bought in Poundland, says she's "kind of in love" with the retailer |
| Poundland's presence in small towns has been crucial to fostering a sense of customer loyalty, says retail psychologist Kate Nightingale. | Poundland's presence in small towns has been crucial to fostering a sense of customer loyalty, says retail psychologist Kate Nightingale. |
| "Simply being present in people's daily rituals is one of the strongest ways to build interdependence. | "Simply being present in people's daily rituals is one of the strongest ways to build interdependence. |
| "Presence plus reliance are some of the most important qualities of loyal relationships and it is no different to relationships we build with brands." | "Presence plus reliance are some of the most important qualities of loyal relationships and it is no different to relationships we build with brands." |
| But de Mello says when Poundland expanded into small towns, not enough people went in, which hit their bottom line. | But de Mello says when Poundland expanded into small towns, not enough people went in, which hit their bottom line. |
| "In the small locations that they've opened multiple stores in, I feel the volumes aren't there in terms of footfall, unfortunately." | "In the small locations that they've opened multiple stores in, I feel the volumes aren't there in terms of footfall, unfortunately." |
| Increased competition | Increased competition |
| In 2016 Poundland expanded into fashion, beginning the roll-out of its Pep&Co clothing range, but this soon faced problems. | In 2016 Poundland expanded into fashion, beginning the roll-out of its Pep&Co clothing range, but this soon faced problems. |
| In a trading update in May 2024, the company admitted that changes to the way it sourced clothing had reduced the number of sizes on offer. | In a trading update in May 2024, the company admitted that changes to the way it sourced clothing had reduced the number of sizes on offer. |
| Poundland's range covers everything from food to clothing to homewares and baby products | Poundland's range covers everything from food to clothing to homewares and baby products |
| While the wide range of products stocked by Poundland may have been handy for consumers, it became a problem for the brand. | While the wide range of products stocked by Poundland may have been handy for consumers, it became a problem for the brand. |
| It stocked so many different products – from food to clothing, to homewares and baby products – that it became, says Kantar's Howard Lake, a "supermarket-general store hybrid". | It stocked so many different products – from food to clothing, to homewares and baby products – that it became, says Kantar's Howard Lake, a "supermarket-general store hybrid". |
| That made it vulnerable to competition from numerous other brands. | That made it vulnerable to competition from numerous other brands. |
| On the food side, there are Aldi and Lidl, whose UK presence has grown rapidly in recent years. On the homewares side are Home Bargains and B&M. And on the clothing side are Shein and Temu, the cheap Chinese exporters which have enjoyed a surge in popularity among British shoppers. | On the food side, there are Aldi and Lidl, whose UK presence has grown rapidly in recent years. On the homewares side are Home Bargains and B&M. And on the clothing side are Shein and Temu, the cheap Chinese exporters which have enjoyed a surge in popularity among British shoppers. |
| Ultimately, says Lake, consumers found these other offers "far more attractive". | Ultimately, says Lake, consumers found these other offers "far more attractive". |
| Poundland told the BBC: "Our missteps have been well documented and those include the execution of Pepco-sourced clothing and general merchandise product ranges in a way that didn't fully align with UK & Ireland customers' expectations. | Poundland told the BBC: "Our missteps have been well documented and those include the execution of Pepco-sourced clothing and general merchandise product ranges in a way that didn't fully align with UK & Ireland customers' expectations. |
| "We're looking forward to having the opportunity to put those missteps right as we put our recovery plan in place." | "We're looking forward to having the opportunity to put those missteps right as we put our recovery plan in place." |
| Shoppers like Elinor Martin in Sutton Coldfield hope the company succeeds. | Shoppers like Elinor Martin in Sutton Coldfield hope the company succeeds. |
| She uses Poundland to pick up snacks for her sons' packed lunches, stationery and birthday cards for school, plus shampoo, shower gel and cleaning products. | She uses Poundland to pick up snacks for her sons' packed lunches, stationery and birthday cards for school, plus shampoo, shower gel and cleaning products. |
| She says she would miss her local branch if it were to close. "I can get things I need at Poundland. I find things cheaper there [than local supermarkets]." | She says she would miss her local branch if it were to close. "I can get things I need at Poundland. I find things cheaper there [than local supermarkets]." |
| Elizabeth Gray in Bangor says she would miss her local store too if it went. | Elizabeth Gray in Bangor says she would miss her local store too if it went. |
| "I would be sad if it closed," she says. "I'm kind of in love with Poundland." | "I would be sad if it closed," she says. "I'm kind of in love with Poundland." |
| Additional reporting by Tom Espiner |