0:00:03 > 0:00:05The question I get asked mostly in here
0:00:05 > 0:00:07is, "How much is this?"
0:00:07 > 0:00:09How much is this?
0:00:09 > 0:00:11That is the truth!
0:00:11 > 0:00:13How much are these shammies?
0:00:13 > 0:00:18There are shops which promise to leave customers quids in...
0:00:18 > 0:00:20It must cost more to make than what they're selling it.
0:00:20 > 0:00:21How they do it, I'll never know.
0:00:21 > 0:00:25..and they've put many of us under a spell.
0:00:25 > 0:00:27That's a pound! I think it's great.
0:00:27 > 0:00:28We're always in pound shops.
0:00:28 > 0:00:30I like a bargain.
0:00:34 > 0:00:38But not everyone's crazy about the pound shop invasion.
0:00:38 > 0:00:41They're popping up everywhere. It's a con.
0:00:41 > 0:00:42With the pound shops,
0:00:42 > 0:00:44we're all going to need hard hats just to make a living.
0:00:44 > 0:00:46For the boss of Poundworld,
0:00:46 > 0:00:51it's a cut-price, cut-throat battle for the ?1 crown.
0:00:51 > 0:00:54We come to work every day, gum shield in, shin pads on, get on with it.
0:00:54 > 0:00:56This time...
0:00:56 > 0:01:00I'd rather not have the hairy arms sticking out, if that is all right.
0:01:00 > 0:01:02..it's North versus South, as Yorkshire's finest
0:01:02 > 0:01:05invade their rivals' back yard.
0:01:05 > 0:01:09This will be a battleground, there is absolutely no doubt about that.
0:01:09 > 0:01:10Let the war begin!
0:01:10 > 0:01:12Head office goes hi-tech...
0:01:12 > 0:01:15It's when you want to do a selfie.
0:01:15 > 0:01:16What is one of them?
0:01:16 > 0:01:18It's a stick.
0:01:18 > 0:01:45It's a stick!
0:01:45 > 0:01:47Good afternoon, Poundworld.
0:01:47 > 0:01:50..Chris's office has turned into a war room,
0:01:50 > 0:01:54as plans are afoot for a full-scale southern invasion.
0:01:54 > 0:01:57Well, the plan of attack would be if we fly into Southampton,
0:01:57 > 0:01:59there is one in the city centre, in the shopping centre.
0:01:59 > 0:02:02We are going to go to Torquay and Exeter, Bournemouth.
0:02:02 > 0:02:03We are going to go to Brighton.
0:02:03 > 0:02:05I think there is 15 to 20 really good towns
0:02:05 > 0:02:13that will sustain what we do.
0:02:13 > 0:02:16It's something he's desperate to rectify.
0:02:16 > 0:02:17We have got to keep surging forward,
0:02:17 > 0:02:24we have got to keep looking at shops, doing the deals, moving on.
0:02:24 > 0:02:27Competitors down there won't relish us coming,
0:02:27 > 0:02:32but it's tough, you know, we will be there.
0:02:35 > 0:02:44Coming to the south coast is entering the lion's den for Chris.
0:02:44 > 0:02:48between two 99p Stores and three Poundlands.
0:02:48 > 0:03:02Chris and right-hand man Mark
0:03:02 > 0:03:08Yeah, it is terrible, isn't it?
0:03:08 > 0:03:10than what they will ever try and achieve.
0:03:15 > 0:03:18This is our second competitor, Poundland.
0:03:18 > 0:03:23I have got to tell Jim, if you watch this,
0:03:23 > 0:03:26But they are on a different league to 99p Stores.
0:03:28 > 0:03:29Only just with this one.
0:03:41 > 0:03:47on the south coast and it's being readied for their arrival.
0:03:47 > 0:03:53We are quite happy that we have got the corner unit,
0:03:53 > 0:03:55so, yeah, we are quite happy with that.
0:03:55 > 0:03:58Places like this are all ready for the uptake.
0:03:58 > 0:04:18Let the war begin.
0:04:18 > 0:04:22as he's a man with a one-track mind.
0:04:22 > 0:04:23They're the wrong way round, yeah, yeah.
0:04:23 > 0:04:28We have got to make sure that everything is perfect
0:04:28 > 0:04:30because if it is not perfect for them in here,
0:04:30 > 0:04:32they might find it perfect somewhere else.
0:04:32 > 0:04:34And if we are aiming for perfection which we are,
0:04:34 > 0:04:38we even need to make sure that that Maltesers is the right way around.
0:04:38 > 0:04:41We are going into towns where our competition is
0:04:41 > 0:04:47and if they're not ready, then we certainly will be when we open.
0:04:47 > 0:04:52Down south, Poundworld faces something of an identity crisis.
0:04:52 > 0:04:53We were all very excited
0:04:53 > 0:04:57once we knew we were going to get a Poundland here. Yeah.
0:04:57 > 0:05:01This is Poundworld. Is it? Oh, Poundworld, I do beg your pardon.
0:05:01 > 0:05:03I have not heard of Poundworld, no.
0:05:03 > 0:05:06It would be a brilliant idea for Poundland to expand.
0:05:06 > 0:05:08Poundworld.
0:05:08 > 0:05:10Poundworld! It is Poundworld, isn't it?
0:05:10 > 0:05:13Poundland, yes, 99p Stores, yes, but not Poundworld.
0:05:13 > 0:05:15Everyone knows Poundland,
0:05:15 > 0:05:18but obviously only Yorkshire people... That sounds racist!
0:05:18 > 0:05:21But only obviously Yorkshire people know about Poundworld.
0:05:22 > 0:05:26Down here, they know that we are a pound store,
0:05:26 > 0:05:28but don't necessarily know the difference
0:05:28 > 0:05:31between us and any others. We have to establish our brand
0:05:31 > 0:05:33and what we are trying to achieve in here.
0:05:35 > 0:05:38Up north, there's no need to advertise their bin bags,
0:05:38 > 0:05:40teabags and e-fags.
0:05:40 > 0:05:43Shoppers are already savvy to the best deals.
0:05:43 > 0:05:47Now, businesses, from corner shops to Indian restaurants,
0:05:47 > 0:05:50are eyeing the bargains too.
0:05:50 > 0:05:53Right, that's 240 boxes.
0:05:53 > 0:05:55240 boxes? Yeah.
0:05:55 > 0:05:57Maxine!
0:05:57 > 0:06:00I own a restaurant that is called Tikka Tikka.
0:06:00 > 0:06:03'I always get my After Eights from this Poundworld.'
0:06:03 > 0:06:07Sometimes it is cheaper than the cash and carry so, why not?
0:06:07 > 0:06:08Yeah, it's all good for business.
0:06:08 > 0:06:10That is a total of ?240, please.
0:06:14 > 0:06:18Bulk selling to businesses could mean big profits
0:06:18 > 0:06:23so Chris has set up a new division to get a slice of the wholesale pie.
0:06:23 > 0:06:25We have been asked many, many times do we do wholesale
0:06:25 > 0:06:27and we have always said no
0:06:27 > 0:06:29and we just think this is an ideal opportunity
0:06:29 > 0:06:32to enhance the business even further.
0:06:32 > 0:06:34So it is an opportunity we can't miss,
0:06:34 > 0:06:36we are going to try it and see what happens.
0:06:40 > 0:06:44Twice a year, the National Exhibition Centre in Birmingham
0:06:44 > 0:06:47plays host to retail's next big things.
0:06:47 > 0:06:50How are we doing, guys, you all right? Yeah.
0:06:52 > 0:06:54That was a roaring success, wasn't it?
0:06:54 > 0:06:56Wholesale manager Nigel is selling
0:06:56 > 0:06:59a range of Chris's budget innovations.
0:06:59 > 0:07:01Backscratchers are a little favourite.
0:07:08 > 0:07:10When you are out and about and you fancy a drink
0:07:10 > 0:07:16and have got nothing to drink it from... Pocket Pint!
0:07:16 > 0:07:18To prove we're not sexist,
0:07:18 > 0:07:21one for the ladies as well.
0:07:24 > 0:07:26Nigel's got a tough sell.
0:07:26 > 0:07:30Many potential clients are competitors on the high street.
0:07:35 > 0:07:38Zaffer runs two independent pound shops in Peterborough
0:07:38 > 0:07:40and he was devastated
0:07:40 > 0:07:42when Poundworld opened up a few doors down.
0:07:42 > 0:07:47It's a disaster. As you can see, we are the small retailers
0:07:47 > 0:07:50and they are the big huge companies and they can survive better than us.
0:07:52 > 0:07:54We are not going to give up. No.
0:07:54 > 0:07:57We will try to fight with them as much we can. Yep.
0:07:59 > 0:08:04In here, Zaffer's custom could be worth thousands of pounds...
0:08:04 > 0:08:06if Nigel can tempt him.
0:08:09 > 0:08:12I mean, I know we are cheapest in the halls with these.
0:08:12 > 0:08:15These we sell thousands and thousands of.
0:08:15 > 0:08:19Poundworld? Yeah. Really? That is good value.
0:08:19 > 0:08:21This is what we are selling in our Poundworld shops,
0:08:21 > 0:08:25so it will be the same for yourself. So we're a pound, you'll be a pound.
0:08:25 > 0:08:28There is a lot of different stock and I am very impressed.
0:08:28 > 0:08:32I will give you a call after the show. Give me a call, please.
0:08:32 > 0:08:33Nice to meet you, my friend.
0:08:33 > 0:08:37There is competition, but I am happy if they supply me.
0:08:37 > 0:08:39No hard feelings at all. Enemies, no way!
0:08:40 > 0:08:43Business is business, you know, he is moving with the times
0:08:43 > 0:08:46and he's seen the light and he could see he can make plenty of money
0:08:46 > 0:08:50from ourselves retailing our items.
0:08:50 > 0:08:55Zaffer's ordered ?1,800 worth of household goods,
0:08:55 > 0:08:58so now, no matter who sells them on Peterborough's high street,
0:08:58 > 0:09:01Poundworld gets a cut.
0:09:08 > 0:09:12Chris is trying to muscle in on his competitors' heartland
0:09:12 > 0:09:16by opening ten new shops near the south coast.
0:09:18 > 0:09:21The tip of his southern empire is currently in Crawley...
0:09:21 > 0:09:26I will tell you what, them windows haven't been cleaned for a bit.
0:09:26 > 0:09:28I am going to find out.
0:09:28 > 0:09:31..but his frontline is letting the side down.
0:09:31 > 0:09:35Will you get onto our so-called window cleaner?
0:09:35 > 0:09:38I'm here looking at it now. These windows haven't been cleaned.
0:09:38 > 0:09:41Whatever we have paid him for the last two times, I want a refund.
0:09:41 > 0:09:44The windows on the side are disgusting.
0:09:44 > 0:09:48Dirty windows are just the start of his problems down south.
0:09:48 > 0:09:51His new shop in Brighton is ready to move into,
0:09:51 > 0:09:54but Chris won't be the one getting the keys.
0:09:54 > 0:09:56We thought we had a nice unit in Brighton,
0:09:56 > 0:09:58but that has fell off, hasn't it?
0:09:58 > 0:10:00Yeah, yeah. Which was a big shame.
0:10:00 > 0:10:03We have got a lot of time and money invested in that
0:10:03 > 0:10:07and, at the last minute, the landlord's had an offer from a bank.
0:10:07 > 0:10:09Some you win, some you lose.
0:10:09 > 0:10:11And you've just got to stay positive, can't let it deflate you
0:10:11 > 0:10:14because if it did, you'd be on the floor, wouldn't you?
0:10:16 > 0:10:1925 miles away, in upmarket Sevenoaks,
0:10:19 > 0:10:24Chris wants to do a deal for the old Marks Spencer store,
0:10:24 > 0:10:28but shoppers are staging a full-scale revolt.
0:10:29 > 0:10:33Sevenoaks is a bit of an upmarket area, that's the way it is.
0:10:33 > 0:10:38I see no reason why this area should be somewhat demoted.
0:10:39 > 0:10:42Why don't they put pound shops in areas where people need pound shops?
0:10:42 > 0:10:48If you look at the county town, which is Maidstone, I mean, it is horrible.
0:10:48 > 0:10:52It is filled with, you know, pound shops and charity shops
0:10:52 > 0:10:55and, you know, really cheap and nasty stuff
0:10:55 > 0:10:57and it has really gone downhill.
0:10:58 > 0:11:00With 99p Stores already trading in town,
0:11:00 > 0:11:05220 people have signed an online petition
0:11:05 > 0:11:07to stop Chris's chain joining them.
0:11:07 > 0:11:09With pound shops, I can see people going,
0:11:09 > 0:11:11"Ooh, we don't want one of those here,"
0:11:11 > 0:11:12But it was the same with Lidls.
0:11:12 > 0:11:15Everyone said we don't want Lidls, but now you drive past
0:11:15 > 0:11:18and it's all Land Rovers, Range Rovers and Porsches in the car park.
0:11:18 > 0:11:22News of the unrest has reached the landlord.
0:11:22 > 0:11:26Food chain Nando's is now the frontrunner to get the site.
0:11:26 > 0:11:29Sevenoaks has fallen through.
0:11:29 > 0:11:32We got a deal agreed with Marks Spencer's
0:11:32 > 0:11:35and the landlords wanted to put someone else in there
0:11:35 > 0:11:38so that one has fallen by the wayside.
0:11:38 > 0:11:42The fact Sevenoaks don't want any single price pound shops,
0:11:42 > 0:11:44it is just a handful of people who have an opinion
0:11:44 > 0:11:47and everybody is entitled to their own opinion.
0:11:47 > 0:11:49There is nowhere too posh for a Poundworld. Nowhere.
0:11:52 > 0:11:55With the plans for Sevenoaks and Brighton in tatters,
0:11:55 > 0:11:59Chris's last big hope for his southern invasion
0:11:59 > 0:12:00rests on Southampton.
0:12:03 > 0:12:05It's up to Charlie to deliver.
0:12:08 > 0:12:10We are across the street at the moment
0:12:10 > 0:12:12from what will be our flagship store
0:12:12 > 0:12:14within the company on the south coast.
0:12:14 > 0:12:15It has got the potential to be
0:12:15 > 0:12:18one of the highest turnover stores in the whole company.
0:12:18 > 0:12:21So there is a lot of pressure riding on this one.
0:12:21 > 0:12:23We've not come down to compete, we've come down to win.
0:12:25 > 0:12:27Winning won't be easy.
0:12:27 > 0:12:30Southampton has seven other pound shops already,
0:12:30 > 0:12:35including their well established arch-rival just a few doors down.
0:12:36 > 0:12:40Opening day is set for two weeks' time...
0:12:40 > 0:12:42DRILLING
0:12:42 > 0:12:45..but you'd never guess, by the look of the site.
0:12:49 > 0:12:51There is a lot of dust, there is lots of...
0:12:51 > 0:12:52I mean, we can hardly see in here.
0:12:52 > 0:12:54You know, it is pretty thick.
0:12:55 > 0:12:58The Southampton opening is on shaky ground
0:12:58 > 0:13:01because the builders need to re-level the concrete floor.
0:13:01 > 0:13:04The floor should have been going down on Monday.
0:13:04 > 0:13:08Right, OK. This is, like, three days' work getting it all up.
0:13:08 > 0:13:10Yep, as far as being on time's concerned,
0:13:10 > 0:13:12you've got to be out, we've got to be in.
0:13:12 > 0:13:15There is no ifs, buts or maybes about it, is there?
0:13:19 > 0:13:20There is a lot to do. When you look at it,
0:13:20 > 0:13:22you can't see a store here at the moment.
0:13:22 > 0:13:27While the builders try to salvage Chris's southern invasion,
0:13:27 > 0:13:32in his northern head office, things are looking brighter.
0:13:32 > 0:13:35He's invested in a fancy wholesale showroom
0:13:35 > 0:13:37to flog his latest discount marvels.
0:13:37 > 0:13:39Santa and Snowman, yeah? Yeah.
0:13:43 > 0:13:47There is probably 3,000 different lines here.
0:13:47 > 0:13:48When you have got a good showroom,
0:13:48 > 0:13:50once you get people in there,
0:13:50 > 0:13:52they start getting into a bit of a buying frenzy,
0:13:52 > 0:13:54they just want this, they want that.
0:13:54 > 0:13:58Nigel wants to expand his reach beyond other shops
0:13:58 > 0:14:01to sell to middlemen like Jack,
0:14:01 > 0:14:05who buys in bulk for chains of bingo clubs.
0:14:05 > 0:14:07Sales reps never usually try and show you things
0:14:07 > 0:14:09because usually it can only go one way, can't it,
0:14:09 > 0:14:12and that is wrong. Turn it upside down.
0:14:12 > 0:14:14Is this your phone? Yeah.
0:14:19 > 0:14:21Only you could do that!
0:14:23 > 0:14:26Can you believe that? He has just broke it!
0:14:26 > 0:14:29I can't believe it. I'm going to kill him.
0:14:29 > 0:14:31No, I love it, I really do like that.
0:14:34 > 0:14:35No, no...
0:14:35 > 0:14:38They will be good.
0:14:38 > 0:14:39I don't get it.
0:14:39 > 0:14:41Do you know why you don't get it?
0:14:41 > 0:14:43Because it is a young person's thing.
0:14:43 > 0:14:45That will be a really good seller.
0:14:45 > 0:14:49Selfie sticks are the latest fad from the US.
0:14:49 > 0:14:55Nigel thinks his ?3 budget version could be the next big thing here...
0:14:55 > 0:14:57if other salesmen agree.
0:15:01 > 0:15:02I'm not convinced.
0:15:02 > 0:15:03Right, OK.
0:15:03 > 0:15:06See, I just see somebody pitching this on Dragons Den
0:15:06 > 0:15:08and then Peter Jones just going "No, I'm out" or Duncan,
0:15:08 > 0:15:12SCOTTISH ACCENT: "I'm sorry, it's a great idea, but it's got no legs so I'm oot."
0:15:12 > 0:15:14You are going to be made to look so foolish!
0:15:16 > 0:15:19Selfie Stick - not convinced, the jury is out on that one.
0:15:25 > 0:15:28In Southampton, Chris wants to compete
0:15:28 > 0:15:33against the three Poundlands and four 99p Stores.
0:15:33 > 0:15:37But his bigger enemy could be pound shop fatigue.
0:15:37 > 0:15:39They are popping up everywhere.
0:15:39 > 0:15:42I mean, you've got the 99p Store fighting against the pound shop
0:15:42 > 0:15:45and now you've got a new one coming in Poundworld.
0:15:45 > 0:15:48But they are all going to be selling exactly the same stuff,
0:15:48 > 0:15:50so what is the point?
0:15:55 > 0:15:58With a backlash brewing before he's even opened,
0:15:58 > 0:16:02Chris's south coast dream is fast becoming a nightmare.
0:16:04 > 0:16:06So he's flown in to convince Southampton
0:16:06 > 0:16:10that pound shop number eight will be different to the previous seven.
0:16:12 > 0:16:15Hello, Chris, how are you? I'm all right, thank you, are you?
0:16:15 > 0:16:17Yeah, I'm fine, thanks. Where do you want me to sit?
0:16:17 > 0:16:22If you sit there...
0:16:22 > 0:16:25which I have called Poundland about three times this morning already.
0:16:25 > 0:16:31I'm off! That's it, I'm off!
0:16:31 > 0:16:33They were, yeah.
0:16:33 > 0:16:35And you have come along and nicked their idea,
0:16:35 > 0:16:38so I can see why they would be a bit sore about that.
0:16:38 > 0:16:41They are a little bit sore cos we think we are doing a far better job.
0:16:41 > 0:16:46OK, let's go to Brian in Poole.
0:16:46 > 0:16:50'No, I'm afraid I'm not. I think that they should be banned.'
0:16:50 > 0:16:53OK, this is going to be interesting.
0:16:53 > 0:16:56Well, the owner of Poundworld, Chris Edwards, who wants to make a..
0:16:56 > 0:16:58'Yes, I know and I would say that to his face.'
0:16:58 > 0:17:01Well, he is here now - Chris-Brian, Brian-Chris.
0:17:01 > 0:17:02Hi, Brian. 'Hi, Chris.'
0:17:02 > 0:17:05I'm disappointed you have said that, but...
0:17:05 > 0:17:07'It's not a personal thing, Chris.' OK.
0:17:07 > 0:17:09'It's a basic principle.
0:17:09 > 0:17:13'Too many of these things that are found in shops of your nature
0:17:13 > 0:17:14'finish up in a landfill
0:17:14 > 0:17:17'and we are supposed to be trying to save the planet,
0:17:17 > 0:17:20'but it doesn't seem to be that anybody is.'
0:17:20 > 0:17:22We would do anything we could to save the planet.
0:17:22 > 0:17:25Unfortunately, we are stuck in a business scenario
0:17:25 > 0:17:27where we have got to do what we have got to do.
0:17:27 > 0:17:28We compete with Poundland.
0:17:28 > 0:17:31We live in a throwaway society, there is no doubt about that.
0:17:31 > 0:17:33'That is the trouble.' Let's go to Denise in Salisbury Green,
0:17:33 > 0:17:35how are you? 'I'm fine, thank you.'
0:17:35 > 0:17:38You are now going to talk to a multi-millionaire, Chris...
0:17:38 > 0:17:41Hold on, you haven't looked at my bank statements.
0:17:41 > 0:17:44Come on, you own 260 pound stores - are you a millionaire?
0:17:44 > 0:17:46No. You are not a millionaire? Nope.
0:17:46 > 0:17:48What is the point, then?
0:17:48 > 0:17:49Eventually, you never know.
0:17:49 > 0:17:52Denise, are you a fan of these pound stores?
0:17:52 > 0:17:53'I do use them
0:17:53 > 0:17:55'and I think there's too many of them, you know.
0:17:55 > 0:17:58'I go to shops and it is all dilapidated-looking
0:17:58 > 0:18:01'and they have got food and that in them
0:18:01 > 0:18:03'so I think appearances are very important.'
0:18:03 > 0:18:05Everything you have just described
0:18:05 > 0:18:06is how the pound business used to be.
0:18:06 > 0:18:09I would like you to look at one of our stores
0:18:09 > 0:18:11and then have maybe a second opinion.
0:18:11 > 0:18:13All right, Denise, thank you very much.
0:18:18 > 0:18:21Chris might pride himself on his brand image,
0:18:21 > 0:18:24but with just a day to go before Southampton's big launch...
0:18:24 > 0:18:27The sign guys have turned up, obviously they are going to screw
0:18:27 > 0:18:29a very heavy sign to the front and it's plasterboard.
0:18:29 > 0:18:31If they screw it to that,
0:18:31 > 0:18:33it's going to fall on the floor and kill someone.
0:18:33 > 0:18:36..the building work hasn't finished
0:18:36 > 0:18:39and a dust cloud is hanging over the store opening.
0:18:42 > 0:18:45Because the builders have left quite late,
0:18:45 > 0:18:48the dust is still in the air at the moment.
0:18:48 > 0:18:51It has been dusty, it's been dirty as anything, basically.
0:18:53 > 0:18:57That is the dust that settled last night.
0:18:57 > 0:18:58Can we just get a little cloth
0:18:58 > 0:19:01where the dust has just settled on the plastics?
0:19:01 > 0:19:06A dust bowl of a shop, with no sign above the door,
0:19:06 > 0:19:09doesn't scream "opening soon" to shoppers.
0:19:12 > 0:19:14Where's the trousers to this?
0:19:14 > 0:19:16The trousers are here.
0:19:16 > 0:19:20These are all clean, mate, don't you worry! Here you are!
0:19:20 > 0:19:25But Charlie has a plan to promote the brand that should turn heads.
0:19:25 > 0:19:27This should be double money, this, I tell you!
0:19:28 > 0:19:30Right, you ready?
0:19:30 > 0:19:32No.
0:19:32 > 0:19:33Here we go, then.
0:19:33 > 0:19:35Put your arms through first.
0:19:38 > 0:19:39What are you doing?
0:19:40 > 0:19:42You said put your arms in.
0:19:42 > 0:19:46It goes over your head - your head goes all the way inside.
0:19:46 > 0:19:48Well, I'm stuck now.
0:19:48 > 0:19:49Lift your feet!
0:19:52 > 0:19:54Oh, hello!
0:19:54 > 0:19:55No offence to you, Percy,
0:19:55 > 0:19:57but I would rather not have the hairy arms sticking out.
0:19:57 > 0:19:59We will see if there is a T-shirt, all right?
0:19:59 > 0:20:02We have come down into Southampton,
0:20:02 > 0:20:04hardly anybody knows who Poundworld are, OK?
0:20:04 > 0:20:08So this about trying to get the customers who don't know
0:20:08 > 0:20:11who we are yet an understanding of what we are doing,
0:20:11 > 0:20:14what we are stocking and when we are open.
0:20:14 > 0:20:16OK, it is now time to promote it!
0:20:19 > 0:20:21Would you like to give Poundworld a kiss?
0:20:21 > 0:20:23No. Go on!
0:20:23 > 0:20:26Would you like to take one of our leaflets?
0:20:27 > 0:20:30No? We open tomorrow. No?
0:20:30 > 0:20:32Would you like a photograph, love? Come here, come here.
0:20:32 > 0:20:34There we go, yeah.
0:20:34 > 0:20:38Poundworld? Poundworld?
0:20:38 > 0:20:40We are a little bit different.
0:20:40 > 0:20:42No, we're not!
0:20:42 > 0:20:44Why don't you come here?
0:20:44 > 0:20:45What do you want me to do?
0:20:45 > 0:20:48You can give us a kiss on the cheek. All right.
0:20:48 > 0:20:50There, how's that? Thanks a lot.
0:20:50 > 0:20:52She knows who it is behind here.
0:20:52 > 0:20:57New shop, Poundworld, no?
0:20:57 > 0:20:59It's the 99p Shop you've got to worry about.
0:20:59 > 0:21:01I heard they have got a contract out on me.
0:21:03 > 0:21:04Yeah, it's for a quid.
0:21:09 > 0:21:13Another pound shop may be a hard sell for Southampton,
0:21:13 > 0:21:16but in head office, other businesses can't get enough
0:21:16 > 0:21:19of Chris's budget booty.
0:21:19 > 0:21:20Two boxes of those.
0:21:20 > 0:21:23Yeah, fine, two boxes of those.
0:21:23 > 0:21:27His wholesale division has hit ?7 million turnover,
0:21:27 > 0:21:30helped by the latest craze.
0:21:33 > 0:21:36Do you add a duster to it? Add a duster, no.
0:21:36 > 0:21:39You can put a mirror in it or a glass in it. No.
0:21:39 > 0:21:43I haven't a clue, I haven't one iota of a clue what it is.
0:21:43 > 0:21:46Do you want me to tell you? Yes, oh, tell me.
0:21:46 > 0:21:48Yeah, it's when you want to do a selfie.
0:21:48 > 0:21:50What is one of them? Don't you know what a selfie is? No.
0:21:50 > 0:21:52When you take your own picture.
0:21:52 > 0:21:57Oh, crikey, who wants to take their own picture?
0:21:57 > 0:21:59What will they think of next?
0:21:59 > 0:22:03So, do you want me to get you one? No, I don't think so, not yet.
0:22:03 > 0:22:04Are you sure? Positive.
0:22:04 > 0:22:08Chris might not have got a sale, but up and down the country,
0:22:08 > 0:22:12hundreds of middlemen are now doing the hard graft for him.
0:22:14 > 0:22:15If people say, "What do you do?"
0:22:15 > 0:22:19My job is I'm a consultant to the leisure industry,
0:22:19 > 0:22:21but, really, I sell swag.
0:22:21 > 0:22:22I sell swag.
0:22:22 > 0:22:26"Sold without a guarantee" - that's the definition of swag.
0:22:26 > 0:22:30If there is ever a problem, I do rectify it.
0:22:30 > 0:22:31When I can.
0:22:34 > 0:22:36Three by itself, thank you.
0:22:36 > 0:22:39Jack has come to sell to Nuala,
0:22:39 > 0:22:43the owner of a small chain of bingo halls.
0:22:43 > 0:22:45Got lots of rubbish with you today?
0:22:46 > 0:22:49He's armed with eight full holdalls of swag
0:22:49 > 0:22:52from a number of different suppliers.
0:22:53 > 0:22:56It's supposed to smell like utopia. It smells like nothing.
0:22:56 > 0:23:0050p to play, your blue row is free.
0:23:00 > 0:23:04Bingo halls give away free gifts to their repeat customers,
0:23:04 > 0:23:09but Jack's not convinced a selfie stick is right for the bingo crowd.
0:23:09 > 0:23:13This is the one that I just don't get.
0:23:13 > 0:23:16What is it? Is it for your mobile phone?
0:23:16 > 0:23:17Oh, don't tell me you like it!
0:23:17 > 0:23:20Oh, I love it! I love it!
0:23:20 > 0:23:22Oh, my God, I was saying a couple of days ago,
0:23:22 > 0:23:25"I've got to get one of these for when we go on holiday for selfies."
0:23:25 > 0:23:26I hate it.
0:23:26 > 0:23:28I know exactly what it is for.
0:23:28 > 0:23:31I hate them. I don't get it, I just don't get...
0:23:31 > 0:23:34Fantastic! I like this.
0:23:36 > 0:23:38Well, it is ?12, then.
0:23:40 > 0:23:42How wonderful is that? Look.
0:23:42 > 0:23:44Yeah, it's great.
0:23:44 > 0:23:47Come on, Jack! I can get you on as well, see?
0:23:47 > 0:23:48You're in the picture now.
0:23:48 > 0:23:51There you are, Jack, see?
0:23:51 > 0:23:53Four and six, 46.
0:23:53 > 0:23:58Nula's initial order for 240 will earn Jack a tidy profit,
0:23:58 > 0:24:02but give Nigel's wholesale team an even bigger cut.
0:24:02 > 0:24:05I still don't get it. It's a stick. It's a STICK!
0:24:05 > 0:24:07But, erm, when I go home,
0:24:07 > 0:24:10I think I'll have some humble pie and custard
0:24:10 > 0:24:13because he's won that one. Nice one, Nigel!
0:24:18 > 0:24:22It's opening day in Southampton. The dust has settled.
0:24:22 > 0:24:24But that's just made matters worse.
0:24:24 > 0:24:25This is really bad.
0:24:25 > 0:24:30If anything, it is looking worse than what it was before.
0:24:30 > 0:24:32We are now using floor wipes.
0:24:32 > 0:24:38Hopefully, this will do the trick. It's coming out white again.
0:24:38 > 0:24:40Can we get a couple more people onto the windows
0:24:40 > 0:24:41cos there is one person doing it
0:24:41 > 0:24:43and we have got eight people stood around now?
0:24:43 > 0:24:46OK, a bit more direction, please.
0:24:46 > 0:24:49We are running out of time now. It's a calamity round there.
0:24:55 > 0:24:58Chris is on his way to the big south coast launch.
0:24:58 > 0:25:01His push to promote their name has paid off -
0:25:01 > 0:25:03a crowd has even gathered
0:25:03 > 0:25:07in anticipation of Southampton's eighth pound shop.
0:25:07 > 0:25:09We've got a pound shop down the road, we've got a 99p shop.
0:25:09 > 0:25:11What do we want another one for?
0:25:11 > 0:25:14Can I see those scissors? Fantastic. Keep that for me.
0:25:14 > 0:25:17THEY CHEER
0:25:18 > 0:25:22Good morning, everybody! Grab a basket, one and all.
0:25:22 > 0:25:25Baskets are on your left there.
0:25:25 > 0:25:29I think it's great. You can do a big shop in here, by the looks of it.
0:25:29 > 0:25:32She put me on a limit. I think I've gone over that!
0:25:32 > 0:25:35I'm looking for a pie tin.
0:25:35 > 0:25:38I've got to make a steak pie for tea.
0:25:38 > 0:25:40They haven't got one.
0:25:40 > 0:25:44Charlie needn't have worried about the floor -
0:25:44 > 0:25:47there are so many people flooding in, no-one can even see it.
0:25:47 > 0:25:51It's very busy, yeah, very busy.
0:25:51 > 0:25:53And the barcode's not working!
0:25:55 > 0:25:59Shoppers are staying for hours to bag the best bargains
0:25:59 > 0:26:02because that's how long it takes to get to the tills.
0:26:02 > 0:26:04I don't think they've planned it very well,
0:26:04 > 0:26:05not really on the opening day.
0:26:07 > 0:26:11It puts you off, especially when you have only got a couple of items,
0:26:11 > 0:26:14you'll think, "Oh, not worth queueing up for a couple of pound."
0:26:17 > 0:26:21It's not the welcome Chris was hoping for.
0:26:23 > 0:26:25There's unbelievable queues there.
0:26:25 > 0:26:27Yeah, I know and they go right the way down.
0:26:27 > 0:26:29What's on my mind is, are we giving a good service?
0:26:29 > 0:26:31Are the staff responding to customers?
0:26:31 > 0:26:34Is anyone getting fed up, thinking, "I'm not going in there again"?
0:26:34 > 0:26:36Go to the till operators and say to them,
0:26:36 > 0:26:38"Whizz it through a little bit."
0:26:38 > 0:26:40They're not acting like a supermarket checkout,
0:26:40 > 0:26:42they're acting as though they've got all the time in the world.
0:26:46 > 0:26:49Oh, talk about go-slow in there!
0:26:52 > 0:26:55You see, what it is, there's always a pause. Yes.
0:26:55 > 0:26:58You've got to make sure you don't have a pause. Don't worry.
0:26:58 > 0:26:59And keep shouting people down.
0:27:01 > 0:27:03You need to get them to the till as quick as possible
0:27:03 > 0:27:06cos people's patience will only last for so long
0:27:06 > 0:27:08and you want to offer a better service
0:27:08 > 0:27:11than what we're giving at the moment, but there's just too many customers.
0:27:11 > 0:27:16Despite the queues, takings are higher than average for an opening -
0:27:16 > 0:27:20a kick in the tills for the competition.
0:27:20 > 0:27:23Apparently, Poundland's been really dead.
0:27:23 > 0:27:26Yeah, it will be now. Because we have opened.
0:27:31 > 0:27:33Well, I must admit, I don't like to gloat
0:27:33 > 0:27:36but I'm quite satisfied with what I can see in there.
0:27:37 > 0:27:40And it is quite obvious people are making a choice.
0:27:43 > 0:27:45I think with the response we've had
0:27:45 > 0:27:47with this first one on the south coast,
0:27:47 > 0:27:50I think we've got to put a load of energy into finding some more
0:27:50 > 0:27:52cos if this is the kind of reaction you get on day one,
0:27:52 > 0:27:56this usually tells you the story of how the shop will be ongoing
0:27:56 > 0:27:58and, quite clearly, it's been well received.
0:28:00 > 0:28:03Six months after starting his southern invasion,
0:28:03 > 0:28:07Chris has opened shops in Southampton and Havant.
0:28:07 > 0:28:12But his competitors still outnumber him by 70 shops to two.
0:28:18 > 0:28:21Next time... Cha-ching!
0:28:21 > 0:28:24..will Chris be outflanked by a new wave of designer discounters...
0:28:24 > 0:28:27It's a bit posher than your average pound shop, isn't it?
0:28:27 > 0:28:30..and a Frozen frenzy hits the high street.
0:28:31 > 0:28:33I've got everything!
0:28:33 > 0:28:35I've created a monster!