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Third major ‘shop-in-shop’ rolling out to 69 Dealz stores on Thursday
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Biggest new launch in PEP&CO’s history brings touch of glamour and style
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News solves mystery around Zaldë brand that sent interiors influencers crazy
In the biggest piece of change to hit stores so far, Dealz today stepped up its transformation by revealing that it would launch brand new homeware shop-in-shops right across the Republic of Ireland this Thursday (20 August).
All of its 69 Irish stores will be putting its all-new contemporary PEP&CO Home brand on display this week with nine of its larger locations also getting brand new displays to show off the revamped range.
The launch of PEP&CO Home at Dealz marks the biggest in-store change since Dealz rolled out clothing shop-in-shops to its Irish stores and is another building block in the massive transformation plans announced by the discount retailer in July.
The homeware revamp has been 12 months in the making and brings an on-trend, contemporary, and exclusive home and décor range to Dealz alongside a major refresh of how the products are displayed and merchandised.
While customers will be offered choice of new items that wouldn’t be out of place in a Swedish home furnishings store or a Danish boutique, the value will be extraordinary.
The new brand will be introduced this week with items to put the finishing touches to any home such as photo frames, ornaments, vases, plant pots, faux plants and flowers, candle holders, cushions bath and towels and stylish throws. During the summer and autumn, new lines will be added as PEP&CO Home establishes itself as a go-to brand on the high street.
Zaldë mystery solved
To demonstrate the amazing value of Dealz’ new PEP&CO Home range, earlier this month it secretly put its new ranges on display at website www.zalde.co in the Republic of Ireland and at www.lundonpad.com in the UK.
There were also five Dealz stores across Ireland including Naas, Dundrum Village Centre, Omni Shopping Centre, Letterkenny Retail Park and Drogheda Retail Park who secretly tested out the new displays.
The faux Scandinavian – brands “zalde” and “lündon pad” – anagrams of Dealz and Poundland – gripped media and received an enthusiastic response from social media influencers.
Some admirers were so impressed by the ranges that they said they would pay up to £400 for some items and were gobsmacked when they were told items in the new range could be bought at Dealz for between €1.50 and €12.
“You’re joking – no, no way!…that’s amazing…Oh wow..” were some of the reactions when window-shoppers were told the ranges were from Dealz and Poundland.
Classy PEP&CO Home Ranges at Dealz prices
Following PEP&CO clothing and the launch of frozen and chilled foods in the UK, PEP&CO Home will be the third shop-in-shop to be rolled out to its stores since it began its transformation programme.
The move also builds on the growing popularity of Dealz’ PEP&CO clothing brand, now serving 15 million customers a year.
Already popular for its kidswear, women’s and men’s fashion, the launch of the new PEP&CO Home range marks the biggest change in its offer in its five-year history.
The exciting new PEP&CO ranges of soft furnishings, ornaments and home décor will build on its reputation for quality and value. They include:
Photo frames €2.50
Storage baskets €2.50 and €7
Plant pots with stand €4
Matching throws €7
Hand towel €4
Bath towel €5
Bath sheet €7
Other items that will appeal to Dealz’ army of home makeover fans include:
Crushed velvet cushions with fringing €7
Cushion covers €2.50
Faux plants €1.50, €2.50 and €7
8×10 oak photo frame €1.50
Pillar candle holder €4
Wooden-look giraffe €4
Dealz’ transformation accelerates
Dealz’ Sharon Sheridan said: “We’ve been working overtime on the introduction of PEP&CO Home to Dealz and we can’t wait to launch this week.
“PEP&CO Home is a contemporary range, offering both quality and amazing value– from everyday items to the ornaments that bring the finishing touch to any room.
“And we know from our secret tests, customers are going to love the range, especially when they realise the value compared to other retailers.”
The launch of the new range accelerates the biggest transformation in Poundland and Dealz’ history announced in July. The “Project Diamond” transformation includes refreshing and refurbishing stores, new store opening and re-sites, extending the range of entertainment products and accelerating the rollout of chilled and frozen food.
PEP&CO Home at Dealz will be available in all 69 stores from 8am on Thursday 20 August. Nine stores will also receive new contemporary black display units that will showcase the ranges at their best co-located with the PEP&CO fashion shop-in-shop..
The stores receiving this are:
Cork, ROI
Cork Blackpool, ROI
Drogheda, ROI
Dundrum Village Centre, ROI
Galway Sc, ROI
Gorey, ROI
Letterkenny Rp, ROI
Limerick Bedford Row, ROI
Limerick Williams Street, ROI
Longford Market Sq, ROI
Mullingar Pearse Street, ROI
Naas, ROI
Omni Shopping Centre, ROI
Shannon, ROI
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