Poundland is expanding into Europe. It will open its first store outside the UK in October, in the Republic of Ireland, under the name Dealz.

Four stores with a combined 25,000 sq ft of retail space will open under the Dealz banner this year, creating 120 jobs. Poundland plans to open a total of six stores in Ireland by March.

The new stores will sell brands including Kelloggs, Cadbury’s, Maxwell House, Pantene and Kodak, as well as locally sourced products including milk, eggs and crisps.

“We know there is an appetite from Irish consumers for a discount retailer that offers real value,” said Poundland chief executive Jim McCarthy.

“Just like Poundland in the UK, we’re anticipating busy stores from day one, with queues of value-savvy shoppers.”

He added: “Finding a European brand name for an established UK brand was no easy task. It was important to ensure we decided on a brand name that was going to resonate with our Republic of Ireland customers and in the future, enable us to expand the brand in mainland Europe. Dealz was the clear winner.”

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