Poundworld is trialling a new high street concept by opening up two of its fascias under one roof.

The new 14,000 sq ft store, in Swindon, will house a traditional Poundworld store as well as a zone dedicated to Discount UK, which carries multi-price non-food and grocery products - although grocery is its best-selling range.

Poundworld refused to comment on the new store this week. However, retail experts suggested the move was a good one.

“There are a number of positives, specifically a stronger impact on the high street, the cost and logistical benefits of a dual site and the ability to dramatically increase the average unit and transaction price,” said James McGregor, director of retail consultants Retail Remedy. “It’s also a way to introduce a new pricing architecture without affecting the brand.”

Poundworld launched Discount UK in October 2010, and the chain already has 30 stores. The company has revealed plans to open another 40 Poundworld shops and 20 Discount UKs in 2012.

Meanwhile, Poundworld is also adding to its Express format, opening its third Poundworld Express store, in Redcar, Cleveland.