Poundland にわか景気: Chain 計画（する）s dozens more 蓄える／店s as middle class 押し寄せる／沼地 aisles

By Sean Poulter for the Daily Mail
Updated: 01:25 BST, 25 November 2010

Its success has 伝統的に come from those strapped for cash searching for 取引s.

But a 静かな 変形 is taking place in the aisles of Poundland as
middle-cl ass shoppers struggling through the 後退，不況 take 避難 there.

They may not be too keen to 収容する／認める it at dinner parties, but better-off 顧客s are flocking to the 蓄える／店 for its £1 offerings.

Poundland 長，指導者s put the chain?s success 負かす／撃墜する to an 増加する in the number of middle class 顧客s, for whom the 蓄える／店s have become a lifebelt against a rising tide of living costs

Their switch from more upmarket and expensive retailers has brought something of a にわか景気 for the 取引 chain.

It is 拡大するing at the 率 of one 蓄える／店 a week and 利益（をあげる）s have 急に上がるd 81.5 per cent.
Such is the 需要・要求する that Poundland is considering 貿易（する）ing online and even 拡大するing abroad.

Bosses put the success 負かす／撃墜する to rising numbers of middle-class 顧客s snapping up 主要な brands of toiletries, food and 世帯 basics for £1 a time.

長，指導者 (n)役員／(a)執行力のある Jim McCarthy said: ‘We have two types of 顧客s, those who need to save money and 増加するing numbers of middle-class 顧客s who are choosing to save money to 保存する their lifestyle.

‘More middle-class 顧客s are trying us because 態度s have change d and there is no shame in saving money any more. They make a virtue of spending wisely.’

Poundland CEO Jim McCarthy said: 'More middle class 顧客s are trying us out because 態度s have changed and there is no shame in saving money any more. They make a virtue of spending wisely.?

The number of 出口s is rising from 263 in April to 320 by Christmas. A その上の 50 will open in 2011 and the 的 is to have 800 蓄える／店s across the UK.

This 代表するs a 劇の turnaround for the company. It has taken over 60 former
Woolworths 場所／位置s since January 2009. Within the last 18 months, it has 打ち勝つ 抗議するs from 居住（者）s to open 蓄える／店s in Twickenham, south-west London, and
Ashford in Kent.

‘At one time, we were considered to be perhaps downmarket,’ said Mr McCarthy.

‘But now landlords recognise we’re a major magnet. We’re 定期的に approached by landlords now to see if we’re 利益／興味d in a 場所／位置.’

The chain is cashing in on the 傾向 which has also 増加するd sales for 予算 supermarkets such as Aldi and Lidl, 同様に as for 削減（する）-price fashion chains like Primark and H&M.

Poundland, along with 類似の 取引 蓄える／店s, has been a thorn in th e 味方する of retailers like Boots, Superdrug and even supermarkets because of its low prices.

最高の，を越す-販売人s の中で Poundland’s 3,000 製品s 含む 1.5kg packs of sugar, Maltesers, 2 litre 瓶／封じ込めるs of milk, reading glasses, an 緊急 テント and Christmas lights.

It has also been successful in selling 主要な brand health and beauty 製品s for £1.

Mr McCarthy 明らかにする／漏らすd that the chain is in 会談 about selling homewares, fancy dress and party items over the internet within two years.

Poundland began 貿易（する）ing in 1990 and has never advertised. It had an operating 利益（をあげる） of £21.5million for the 12 months to March.

That was up 81.5 per cent on the previous year against a background of 年次の sales of £509.8million. The 会社／堅い has ambitions to take this to £1billion.

Mr McCarthy said an 経済的な 回復 is not 推定する／予想するd to 妨げる growth. ‘People are proud to be savvy and save money,’ he said.

‘We are a good 商売／仕事 in a 後退，不況 but 成し遂げる very 井戸／弁護士席 in good times 同様に.’

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