Dealz - Poundland Poland

Poundland is a discount retailer which founded in April 1990 by Dave Dodd and Steven Smith who came up with a successful concept of  selling its products for  £1 through its 900 stores across Europe. However, the company decided to sell its products costing more than £1 from the mid 2010s onwards.

Its first store was opened in the Octagon centre, Burton with 624 products, and today Poundland sells a range of about 3500 products of which 1000 are branded products with the majority being food and drink. The retail company has expanded into the mainland Europe (Ireland; Isle of Man) under the name of Dealz, and currently is part of the Steinhoff International family operating in Australasia, Africa and the United States, besides Europe.

Its product stock is divided into 3 categories described as: Ongoing core lines (products bought direct from the manufacturer), seasonal ranges or clearance stock, whereby 10,000 new products are featured annually. Its product categories include: food & drink; health & beauty; home & pet; leisure & entertainment; leisure & entertainment; toys; stationery & crafts; party & celebrations.

The food & drink section consists of grocery, sweets & snacks, soft drinks, chocolate, cakes, biscuits and hot drinks. Health & beauty has make-up gallery, haircare, toiletries, healthcare, dental, baby, beauty & skincare. The home & pet section includes: back to uni kitchen( food preparation tableware, etc), around the home (storage, home accessories), household accessories, pets & animals, and cleaning. The leisure & entertainment consists of DIY, entertainment, batteries CDs, DVDs (A-Z & by genre), toys, play & learn, dolls & figures, soft toys, disney frozen, star wars. Some of the brands that the company sells are: Kelloggs, Nestle, Belvita, Uncle Ben’s Express/Special, Felizzano, Malibu products, Colgate, Pedigree, Tommy Walsh, just to mention a few.  Additionally, it has its own private label known as ‘Twin Peaks’ Chocolate bar.

To meet its operational difficulties, Poundland has an office in Hong Kong in view to support product sourcing and operations in UK. It has a distribution centre of a 300,000 square feet (28,000 m2). In 2016, it was observed that approximately 7 million customers (mostly working class females) shopped in Poundland every week. It is also interesting to note that the company was named as ‘Discount Retailer of the Year’ in 2015.