Poundland - Concept Testing


About the brand

Poundland is the UK’s most successful single-price retailer. It has more than 900 stores in the UK and Republic of Ireland, with a turnover of more than £1bn, and also successfully operates under the Dealz fascia in Ireland and Spain.

Poundland Store.jpg

The Challenge/Task

Ahead of entering new markets, Poundland commissioned Pragma to undertake consumer concept testing of the Dealz proposition, range and store format in both the Republic of Ireland and Spain.

Pragma conducted exploratory qualitative research with consumers to understand the potential for the proposition and range, and to understand its potential positioning in the marketplace. Quantitative research was carried out in target locations to assess the level of appeal and test further elements of the proposition for refinement, before rolling out the store concept.


  • Undertook a programme of quantitative and qualitative consumer research in the UK, Irish and Spanish markets in order to understand shopping behaviour and repertoire

  • Detailed competitor analysis of market dynamics to assess the potential market positioning for the Dealz concept

Poundland chief executive Jim McCarthy said its Dealz chain “could be bigger” in Europe than its sister chain in the UK

The Result

Based on Pragma’s recommendations on the Dealz proposition and range, Poundland successfully launched Dealz in Ireland. Pragma’s work was instrumental in helping the business decide to test the Spanish market, where it opened first Dealz store in Torremolinos in July 2014.