Poundworld is set to rebrand its entire DiscountUK portfolio to Bargain Buys.
The retailer said the move would ensure that this area of the business, which operates with a multi-price model, competes more closely with rivals such as Home Bargains and B&M Bargains.
The first new Bargain Buys store opened last week at Reedswood Retail Park in Walsall, and Poundworld said it was planning to rebrand 35 existing Discount UK stores over the next six months.
“With Bargain Buys we have a range of over 8,000 products. Discount UK had just 6,000,” said Chris Edwards Junior, trading director at Poundworld.
“We’ve learnt a lot from the Discount UK model and we feel that now is the ideal time to present something new to customers. Our first store in Walsall is performing very well.”
A further 20 Bargain Buys stores are set to open in 2014.
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