Dealz has announced it will open 30 PEP&CO ‘shop-in-shop’ fashion outlets in its stores creating over 120 Irish jobs, taking Ireland’s leading discount retailer to new fashion heights.
This move will see a new line of clothes brought in to Dealz stores all over the country.
The first ten shop-in-shops will appear in Dealz flagship store in Blanchardstown, Kilkenny, Dundrum, Naas, Newbridge, Gorey, Athy, Finglas, Ballina and Castlebar.
Additional PEP&CO shops will then roll out across a further 20 Dealz locations including Killarney, Galway, Letterkenny and Cork – prior to summer.
There has been no announcement regarding the Portlaoise store yet but over 300 stores are due to be updated to include the fashion outlet in the next 12 months.
A move that is set to shake up the fashion high street will be welcomed by Irish savvy shoppers seeking a fresh, new offering in the discount fashion retail space.
The arrival of the fledging fashion brand is set to drive significant attention of local competitor Penneys as customers will be able to directly compare the quality and price of ranges.
In Ireland, prices at PEP&CO start at €1.50 with almost 60% of items at €5.00 or less and it expects to keep quality high and prices low as it builds a business of real scale and volume.
The news comes as part of a wider announcement made by parent company Poundland, as they unveiled plans to open over 150 PEP&CO ‘shop-in-shop’ fashion outlets over the next 12 months in Ireland, the UK and France.
The expansion – which will put Poundland’s PEP&CO brand in over 300 locations by the end of the year - would provide true fashion scale for the discount retailer and comes just days after the retailer secured new loan funding to maintain its ambitious investment plans.
Adrian Mountford is the Managing Director at PEP&CO.
“We are very excited to bring our fashion and brand to Irish consumers. We already run 170 PEP&CO stores in the UK, most of them located inside Poundland stores, so introducing PEP&CO to the Irish marketplace via Dealz has always been a priority.
“This Christmas we sold over a million more items than we did in our whole first year of trading in 2015,” continued Adrian.
“Thanks to our partnership with Poundland – and now Dealz in the Republic of Ireland - we’re set to double in size over the coming year, helping us to drive economies of scale to keep prices low
“Who would have thought 12 months ago that we would make Poundland a must-stop fashion destination. We now look forward to replicating this success in our Irish Dealz stores as we bring this incredible brand offering to Irish consumers," said Poundland's UK & Ireland Managing Director Barry Williams.
“By the end of this year, with over 300 ‘shop-in-shop fashion stores, we’re set to become a major fashion player.”