, the UK’s first online pound shop, is targeting £4m sales in its first year.

The website launched this week offering themed baskets and more than 1,000 product lines. The standard delivery charge is £4.50, but free for orders over £30.

Co-founder Donna Baker said a four-week pilot last October generated an average spend of £19. The average spend in a high street pound shop is £6 to £8. “We hope to hit 250,000 users by May,” Baker said.

She added that her previous experience creating deals website, would give the site an edge over, the transactional website of Poundworld, which launches this month.