Value fashion retailer Pep&Co opened its first shop-in-shop in a Poundland store in Hanley, Staffordshire, on Friday.
Pep&Co began trialling select products in some Poundland stores in November. Both Pep&Co and Poundland are backed by South African retail billionaire Christo Wiese.
The shop-in-shops will offer women’s, men’s and kids’ wear. They will join the existing portfolio of more than 60 standalone Pep&Co stores.
Pep&Co plans to open 50 shop-in-shops in Poundlands in around 100 days, building on its launch in 2015 when it opened 50 full-line own-brand stores in 50 days.