Pep&Co links with Ireland’s Dealz
Value clothing retailer Pep&Co is planning to launch in the Republic of Ireland after signing an agreement with discount retail chain Dealz.
Targeting families in small and medium-sized towns, the clothing brand will become available in some of Dealz’s larger stores around the country, replicating a strategy previously tested with Poundland in the UK.
Launched in 2015, Pep&Co has quickly become a success with bargain loving shoppers spending as little as £5 for a pair of trainers and £12 for jeans. The chain has now 170 stores in the UK, including 140 sites inside Poundland stores.
Managing director Adrian Mountford told the Irish Times the value concept is so successful that the brand is struggling to restock womenswear to keep up with demand.
Pep&Co is now exploring which of the 60 Dealz stores in Ireland are big enough to house a Pep&Co shop-in-shop.
“The economics of having two stores in the same town paying two lots of rent, and two lots of service charges doesn’t make sense when you have one store big enough to house both,” said Mountford.
The shop-in-shop model has also helped the chain grow much faster than anticipated, he told The Irish Times.
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