POUNDLAND is planning to open one of its PEP&CO fashion outlets in its Halesowen store.

The Cornbow Shopping Centre-based store has been announced as one of more than 150 Poundland shops across the UK, Ireland and France to install the brand.

Bosses say the move – which will begin to roll out across UK stores from February 1 – will transform Poundland into a “major high street fashion player”.

Prices at PEP&CO start at £1, with 95 per cent of the range offering prices of £10 or under.

PEP&CO managing director Adrian Mountford said: “This Christmas we sold over a million more items than we did in our whole first year of trading from standalone stores.

“Thanks to our partnership with Poundland we’re set to double in size over the coming year, helping us to drive economies of scale to keep prices low, helping make Poundland an increasingly popular new fashion destination.”

The expansion will put Poundland’s PEP&CO brand in over 300 locations by the end of the year.

Poundland's UK & Ireland managing director Barry Williams added: “Who would have thought 12 months ago that we would make Poundland a must-stop fashion destination.

“Well we’re turning that ambition into reality and by the end of this year, with over 300 ‘shop-in-shop’ fashion stores, we’re set to become a major fashion player.”