Poundland is launching a new flagship store in Biggleswade, Bedfordshire, dubbed “Motherland” due to its extensive baby and kidswear collection.

The 10,000 sq ft store, a former Outlet, which is due to open on 24 February, currently displays “coming soon” hoardings featuring “Motherland” signage.

The signage, which was erected earlier this week, was put up to inform shoppers this will be a store housing the business’s widest range of clothing, including baby and kidswear.

Poundland has been ramping up its kidswear as it aims to become “one of the best desinations for family fashion”

In its stores that sell clothing, Poundland has doubled the amount of space dedicated to baby and grown kidswear by 50%.

Poundland completed its transition to new clothing ranges powered by Pepco Group last year,bringing its family fashion offer to nearly 600 UK and Ireland stores.

The kidswear range expansion allows the discounter to take advantage of Pepco’s major licensing partnerships, with the parent company’s new ranges featuring new licensed products including Harry Potter, Gremlins and Tom & Jerry ranges.

Alongside its clothes offer, the Biggleswade store will house a full general merchandise range, chilled and frozen food, and its classic wide range of household and grocery items.

Poundland commercial director Tim Bettley said: “As we’ve expanded our baby and kidswear, our customers have nicknamed us ‘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.”

He added: “We look forward to showing parents in Biggleswade what a modern Poundland offer now offers.”

SOURCE: Retail Gazette