23 August 2019


  • Leading discount chain, and sister business of Poundland, has grown from zero to over 100 stores

  • Plans to open a further 10 stores in Ireland in 2020 with a €10m investment into the Irish economy, which could create 250 Irish jobs

  • Growth driven by high-quality products at ultra-low prices

  • Best-selling products include Lyons Teas, Lotus Biscoff, Kinder Bueno and Quantum Quilts

Dealz, the European discount retail chain that takes its inspiration from sister UK business Poundland, today revealed it had quietly surpassed the 100-store mark now it had begun rolling out the brand to Spain and Poland.


Launching in Ireland eight years ago, Dealz now planned further growth in all three countries.


Dealz opened its first stores in Blanchardstown and Portlaoise in Ireland in 2011, the test market for future European growth. Now with 66 stores nationwide in Ireland, Dealz will look to open a further 10 Irish stores in 2020 with an investment of €10m and creation of over 250 Irish jobs.


With a further 46 Dealz stores already open in Poland and Spain, further growth is also planned across these two markets.


Dealz is owned by Pepkor Europe, which also operates over 850 Poundland stores in the UK and over 1,500 PEPCO stores in 11 countries in Central and Eastern Europe.


Speaking about the Irish expansion, MD of Dealz and Poundland UK & Ireland Barry Williams said:


“We’ve firmly established Dealz in Ireland which has enabled us to take the brand to other European countries.


“But we’ll never forget our roots here in the Republic – we are now looking to further grow for customers here too with 10 new stores over the next financial year.


“And as we grow, we’ll also look to build our infrastructure here to support that growth.”


Dealz has grown rapidly by offering a wide range of great-value, high quality products for €1.50 in well-run, well-invested stores in convenient locations. In addition to the €1.50 price point, Dealz offers a wider selection of price points that reflects what customers want.


In 2018 Dealz launched family fashion brand PEP&CO into 30 Irish Dealz stores with a ‘shop-in-shop. Now that discount clothing for women, men and kids, is in all our stores with edited ranges in smaller locations unable to support a full shop-in-shop.


Dealz plans to extend PEP&CO to any new Dealz locations in the Republic of Ireland.


In Ireland, prices at PEP&CO start at €1.50 with almost 60 per cent of items at €5.00 or less and it is keeping quality high, and prices low as it builds a business of real scale and volume.


The full Dealz range covers three industry categories: fast-moving consumer goods (FMCG), from shampoo to chocolate; general merchandise, from gardening products to stationery; and clothing, for adults and children.


Barry Williams, MD of Poundland UK & Ireland said: “Our success with Dealz in the Republic of Ireland has given us the ambition and confidence to take the brand elsewhere in Europe – and we’re pushing the button on growth in Poland and Spain.”