poundland store exterior (1)

Source: Poundland

Poundland is leaning further into its single-price point roots as inflation squeezes shoppers’ finances, by doubling the number of lines costing £1.

The variety discounter is “resetting” prices across its 800-plus stores, to add new £1 lines including Cadbury Dairy Milk (95g), Gillette Shave Foam (200ml), Domestos Bleach (750ml) and Toilet Duck Pine (750ml).

It follows a similar move in June that saw Poundland increase the proportion of its range costing £1 or less from about half to 60%.

Poundland aimed squarely at the mults in its announcement of the move, which also lists the next stores due to gain frozen and chilled food, taking the total offering the range to 350 by this autumn, alongside Pep&Co clothing.

“By confirming that it’s on track to bring chilled and frozen food and new clothing departments to almost half its stores by the year end, Poundland is sending a clear message to Brits managing soaring inflation – the discount store has never been a stronger alternative to the supermarkets,” said a spokesman.

Poundland COO Austin Cooke said: “Right across the country, our colleagues are working hard to bring their communities more value, in more places, on the items they want and need, week in, week out.

“And as we extend into exciting new categories such as chilled and frozen food and clothing, whether customers want a full shop or to top-up, we’re continuing our mission to deliver the very best value, on the items we know our customers need most.”

Poundland’s latest pricing moves are a row-back from a years-long transformation strategy that saw it gradually introduce new price points both higher and lower than £1.

Latest Poundland accounts at Companies House revealed more than a third of its sales were at prices other than £1 in the year to 26 September 2021, up from 26% in previous 12 months.