Bargain shop Poundland to expand in "affluent" Cheltenham
BARGAIN store Poundland is to nearly triple its size in "affluent" Cheltenham.
The cut-price shop plans to extend its current Lower High Street site into the next-door former Peacocks shop.
The massive new store is opposite the £20 million redevelopment of The Brewery, which includes new shops, 34 flats, a 104-bed hotel and extending the pedestrian area.
It will mean big name upmarket stores are just a stone's throw from the pound store, which pledges "amazing value every day".
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Cheltenham Town Centre manager Martin Quantock said the mix of shops would be a success story.
"Cheltenham is so popular as it caters for the broadest market," he said.
"Everything has it's place – from the top end shops such as LK Bennett on The Prom to the mid-range stores of M&S and WH Smith, and then the bargain shops, and, very importantly, the independent traders. It's debatable whether people would come to Cheltenham to go to the Poundland shop – but you've got to remember there are also 55,000 homes and 120,000 people living here and you've got to have the shops to cater for them.
"Poundland will have done its homework and studied the catchment to make a business decision to invest its money into Cheltenham. It's not been done on a whim, but on hard facts that it will pay them back.
"I know Poundland is a very busy shop, it's packed every time I walk by."
Mr Quantock also felt Poundland had an eye on cashing-in on The Brewery's new-look.
He said: "When The Brewery knocks through to the High Street and Boots' corner gets the traffic taken out of it that will regenerate that part of the town."
Penny-saving customers can browse more than 3,000 products including food and drink, health and beauty, household, gardening, DIY, pet, stationery, toys and some 1,000 top brands at Poundland.
The shop already rubs shoulders with fellow bargain businesses including newly-opened cafe Bon Appetit 99, which sells meals for just 99p. Nearby Celly's hair salon also offers treatments for only £9.
Cheltenham Development Task Force managing director Jeremy Williamson said the town was big enough for both Poundland and The Brewery.
"We should applaud their success," he said. "Shops can mix together and as long as Cheltenham can continue to attract solid retailers that's the key. I'd much rather have a unit let, especially taken on as a trading one, than standing idle and we should welcome the vibrancy it brings."
A Poundland spokesman dispelled the myth it did not focus on more upmarket locations.
She said: "We've been opening in lots of areas that are considered affluent. Poundland serves over four million customers every week." The shop has planning consent to put new corporate signs across the frontage and amalgamate numbers 232 to 234 with 236 to 240 Lower High Street.
OPINION, P8
Comments
by softtabor
Friday, November 02 2012, 3:33PM
“Poundland is where all the tourists from the poor people of Gloucester go to pick up their souvenirs of a magical day out in a proper town........ it's all they can afford from their giro's after they've bought their beer and backy”
by Jimtuffley
Friday, October 05 2012, 4:53PM
“I bet all the cheltenham prossies are looking forward to this.”
by bonzaharris1
Thursday, October 04 2012, 7:24PM
“We are all feeling the pinch these days !!”
by zalapompadoo
Thursday, October 04 2012, 6:20PM
“im a gloucester girl however i work in cheltenham and they are feeling the pinch as much as we are, i often see poundland bags in the office i work in a posh part of cheltenham, haveing popped after work it is as busy as gloucester. if they dont want it let glous have it .”
by InspectorGade
Thursday, October 04 2012, 12:04PM
“Why everywhere wants Poundland
1 Everything's 1 Pound”
by halfdome1
Thursday, October 04 2012, 12:02PM
“@tim - yep, but that is down to ignorance/foolishness on consumer side, and savvy (some might say deceptive?) marketing on their side (re: price/value etc)
Not all the stuff they sell is a bargain/quality - but some of it is.
Let the market dictate surely, or sadly?”
by TimMessanger
Thursday, October 04 2012, 11:53AM
“Why everywhere doesn't want Poundland
1 A lot of the same things can be bought at a supermarket for the same and sometime often lower prices or a larger pack size making better value.
2 Ghost brands, a lot of the "brands" they sell are their own products
3 They prey on the poor and needy!
Watch dispatches on their secrets on 4oD and you will see one of their employees telling suppliers how to repackage products to make them look like they are better value with things like 60% extra free!
null”
by halfdome1
Thursday, October 04 2012, 9:12AM
“Valid point raised by Toast....although as it is a quote is attributed to a Poundland spokesperson, commenting on their general on business practices. Chelt probably is considered an affluent area by most people....doesn't mean it is without deprived areas.”
by Toast77
Thursday, October 04 2012, 7:54AM
“"Affluent" Cheltenham? What tripe. There are areas of Cheltenham which are officially classed as "deprived."
This, ahem, from the Echo in February http://tinyurl.com/cnqz47b”