The new store in Biggleswade, Bedfordshire, has been called Motherland because of its extended range of baby and childrenswear.
Poundland is due to open the 10,000 sq ft store on 24 February and the premises is currently displaying hoardings featuring ‘Motherland’ signage, to inform shoppers that the store will host the retailer’s largest range of clothing, including baby and kidswear.
The retailer has recently been working on increasing its kidswear offering and has doubled the amount of space dedicated to the sector by 50% in its stores which sell clothing.
Expanding the children’s clothing offering allows Poundland to take advantage of Pepco’s major licensing partnerships, including Harry Potter, Gremlins and Tom & Jerry ranges.
Poundland commercial director, Tim Bettley, said: “As we’ve expanded our baby and kidswear, our customers have ‘Motherland’. That’s why we’ve used the sign at Biggleswade but across the majority of our UK stores, those same new ranges are available right now.”
