When is a pound shop not a pound shop? Answer: When some of the goods on sale cost more than £1.
This Thursday (October 13) Poundworld in Foregate Street, Chester, will be rebranded as Poundworld Plus, with a number of items already being advertised as costing £2.
On opening morning there will be a ‘goody bag’ for the first 100 customers and on Saturday (October 15) the chance to take part in an ‘Envelope Giveaway’ for the first 100 customers plus free face painting.
Poundworld, which has another branch in The Forum, is opening ‘Plus’ stores across the country.
Spokesman Chris Bennett said: "As well as selling all of the company’s £1 lines, the store will provide an even bigger selection of amazing items and big brands at a number of straight-forward price points.
"To mark the re-launch, on opening morning, the first 100 customers to pass through the doors will receive a free goody bag, filled with great items donated by suppliers including SC Johnson, Mars and Beverley Hills Formula.
"On Saturday 15 October, a ‘Golden Envelope Giveaway’ will take place in the store with the first 100 customers handed an envelope and a chance to win a great spot prize. In addition, there will be free face painting for youngsters between 10am and 4pm on Saturday."
Rival Poundland, which has stores in Frodsham Street and Chester Retail Park, has jumped on the same bandwagon.
A notice in the window at its Frodsham Street outlet says: “We now sell some amazing value products that cost more than £1. If you have any queries in relation to us selling products over £1, please ask for the store manager in-store or call our customer services team on 0800 731 5622 and they’ll be happy to help.”
Last year the Advertising Standards Authority ruled Poundland’s online claim ‘everything £1’ was ‘misleading’ after two complainants pointed out the retailer ‘had conducted sales promotions on products that cost over £1’.
The company argued that, as these items were only available with other purchases of a minimum spend, customers were unlikely to be confused by the higher prices. But the complaints were upheld so Poundland can officially no longer claim to sell: ‘Everything for £1’.