Discount retailer Poundland is rolling out the PEP&CO fashion brand to 12 more of its stores across the East of England over the next six months, creating around 60 new jobs.

Discount retailer Poundland is rolling out the PEP&CO fashion brand to 12 more of its stores across the East of England over the next six months, creating around 60 new jobs.

The expansion will include openings in Sudbury, Colchester (Turner Rise) and Chelmsford, with other locations also including Billericay, East Dereham, Grays, Hitchin, Leighton Buzzard, Peterborough, Southend, St Ives and Waltham Abbey.

It forms part of a national growth plan which give PEP&CO a presence at more than 300 stores by the end of this year.

Barry Williams, managing director at Poundland, said: “Few would have guessed that Poundland would one day become a must-stop fashion destination on the high street.

“That goal is now a reality thanks to the partnership with PEP&CO and the expansion into key counties such as Suffolk, Norfolk, Essex and Cambridge is just part of the bigger picture.”

On current trends, the rapid rollout could see PEP&CO become one of the UK’s top 15 volume clothing retailers, alongside or ahead of the likes of River Island, Top Man, ASOS and Peacocks.

There are already PEP&CO sections at Poundland stores in Ipswich and Colchester town centres, Martlesham Heath, near Ipswich, and Clacton-on-Sea.