0:00:02 > 0:00:05The question I get asked mostly in here, believe it or not,
0:00:05 > 0:00:06is "How much is this?"
0:00:06 > 0:00:09- How much is this?- That is the truth!
0:00:09 > 0:00:11How much are these?
0:00:11 > 0:00:12HE CACKLES
0:00:12 > 0:00:16There are shops which promise to leave customers quids in...
0:00:16 > 0:00:18It must cost more to make than what they're selling it.
0:00:18 > 0:00:20How they do it, I'll never know.
0:00:20 > 0:00:23..and they've put many of us under a spell.
0:00:23 > 0:00:25- That's a pound! - I think it's great.
0:00:25 > 0:00:26We're always in pound shops!
0:00:26 > 0:00:29I like a bargain.
0:00:29 > 0:00:30SHE TITTERS
0:00:32 > 0:00:36But not everyone's crazy about the pound shop invasion.
0:00:36 > 0:00:39- They're popping up everywhere. - It's a con.
0:00:39 > 0:00:40I think, with the pound shops,
0:00:40 > 0:00:43we're all going to need hard hats before long, just to make a living.
0:00:43 > 0:00:46For the boss of Poundworld, it's a cut-price,
0:00:46 > 0:00:49cut-throat battle for the one pound crown.
0:00:49 > 0:00:52You come to work every day, gumshield in, shin pads on,
0:00:52 > 0:00:54get on with it.
0:00:54 > 0:00:55This time...
0:00:55 > 0:00:57- Ch-ching! - SHE LAUGHS
0:00:57 > 0:01:00..a new wave of designer pound stores flood Britain...
0:01:00 > 0:01:03It's a bit posher than your average pound shop, isn't it?
0:01:03 > 0:01:05Yeah, I've come in to spend all my money.
0:01:05 > 0:01:08..that could leave the old guard behind.
0:01:08 > 0:01:11We do do design, but that is our design.
0:01:11 > 0:01:15And a Frozen frenzy hits the high street.
0:01:15 > 0:01:16Er, I've got everything!
0:01:17 > 0:01:21But Chris's stock is stuck on the slow boat from China.
0:01:21 > 0:01:23It's a million-plus bet
0:01:23 > 0:01:25and you just hope you come through it the other side.
0:01:38 > 0:01:42Pound shops - long notorious for stocking yesterday's trends
0:01:42 > 0:01:44and looky-likey versions of the big brands.
0:01:49 > 0:01:51The big thing, right, is the perfumes.
0:01:53 > 0:01:58They do, kind of like a remake of Jimmy Choo.
0:01:58 > 0:02:01They look similar, but they're not.
0:02:01 > 0:02:04It's quite funny when you actually do see it, like.
0:02:09 > 0:02:11But this year, Poundworld want to prove
0:02:11 > 0:02:14they're no Mickey Mouse operation.
0:02:14 > 0:02:16MUSIC: When You Wish Upon A Star from Disney's Pinocchio
0:02:16 > 0:02:18So they've gone and done a deal
0:02:18 > 0:02:21to stock the very latest worldwide phenomenon -
0:02:21 > 0:02:24Disney's Frozen.
0:02:24 > 0:02:26Right, so we can put a tick next to these.
0:02:27 > 0:02:32It's head buyer Nicola Bartram's job to spearhead this company first,
0:02:32 > 0:02:36and try to turn movie magic into pound shop gold.
0:02:37 > 0:02:40Frozen. It is huge.
0:02:40 > 0:02:43The film was released last year and nobody expected it to be
0:02:43 > 0:02:50the box office smash that it was, so, we are going Frozen crazy.
0:02:50 > 0:02:54These are official Disney-approved header boards which will
0:02:54 > 0:02:55go in every store.
0:02:55 > 0:03:01So, hopefully, nobody should miss that we sell Disney Frozen.
0:03:02 > 0:03:04The advertising may be sorted
0:03:04 > 0:03:08but the sudden popularity of Frozen means there's just a few months
0:03:08 > 0:03:13to source, manufacture and ship 80 new products from China
0:03:13 > 0:03:15in time for the run-up to Christmas.
0:03:15 > 0:03:19- It is blurred.- Is it?- Yeah.
0:03:19 > 0:03:22This is the type of thing I have to work from. Things like this.
0:03:22 > 0:03:24So this is a girl's shower cap
0:03:24 > 0:03:29available in three assorted designs with Olaf, Elsa and Anna.
0:03:29 > 0:03:33A few blurred images from the Far East but, if I don't buy it,
0:03:33 > 0:03:35then we don't have the products.
0:03:35 > 0:03:39Nicola has ordered everything she can put a Frozen logo on,
0:03:39 > 0:03:43from snowmen socks to Anna and Elsa bath sponges.
0:03:43 > 0:03:46From what we're hearing, Elsa is most popular at the moment.
0:03:46 > 0:03:48Often does tend to be the case.
0:03:48 > 0:03:50We often find that the blonde princesses are a lot more
0:03:50 > 0:03:54popular than the redheads or the brunettes!
0:03:55 > 0:03:59It's the biggest ever deal between Disney and a pound shop,
0:03:59 > 0:04:01so new ground for CEO, Chris Edwards.
0:04:01 > 0:04:04Working on the market, never, ever did I think
0:04:04 > 0:04:07I'd be signing agreements for licences with Disney.
0:04:07 > 0:04:09I never thought that would ever happen.
0:04:09 > 0:04:12And this shows you how far we've come in such a short while.
0:04:12 > 0:04:14It's only been 50 years!
0:04:14 > 0:04:16HE CHORTLES
0:04:17 > 0:04:21Frozen is the biggest animated film of all time
0:04:21 > 0:04:24and worth 1 billion in global sales.
0:04:24 > 0:04:27It seems everyone has seen it.
0:04:27 > 0:04:28I like that one, you know,
0:04:28 > 0:04:30# Do you want to be the snowman? #
0:04:30 > 0:04:35I always have this song in my head, you know the, how's it go?
0:04:35 > 0:04:38# Let it go, let it go!
0:04:38 > 0:04:40# Can't hold it back any more
0:04:40 > 0:04:43# Let it go!
0:04:43 > 0:04:44# Let it go! #
0:04:44 > 0:04:47What are they letting go of? I wonder what they're letting go of?
0:04:47 > 0:04:50# The cold doesn't bother me anyway... #
0:04:50 > 0:04:51It's AMAZING!
0:04:56 > 0:05:00For those who have got in early, the film is a merchandiser's dream.
0:05:02 > 0:05:04You can dress up.
0:05:04 > 0:05:06Get the hair and make-up.
0:05:06 > 0:05:08Eat the cake!
0:05:08 > 0:05:10And even meet Elsa.
0:05:10 > 0:05:13Would you like to sing Let It Go?
0:05:13 > 0:05:17With dresses alone selling on eBay for £140,
0:05:17 > 0:05:20the Yorkshire pound chain should be quids-in
0:05:20 > 0:05:22IF they get their stock soon.
0:05:31 > 0:05:35Nearly all of Nicola's four million Frozen items are being made
0:05:35 > 0:05:37here in China.
0:05:37 > 0:05:39To get ahead of the competition,
0:05:39 > 0:05:44Chris has come to Shanghai to sweet-talk his supply chain.
0:05:44 > 0:05:47The power of the place. You can feel the energy when you get here.
0:05:47 > 0:05:50Without China, we wouldn't have a business.
0:05:50 > 0:05:54He's been doing deals here for over 15 years.
0:05:54 > 0:05:56When I first came, it was really overwhelming
0:05:56 > 0:06:00and did seem exotic, did seem strange, but I've been coming
0:06:00 > 0:06:02so long, you just take it as normal.
0:06:05 > 0:06:10But there's one thing this ex-market trader still hasn't got the hang of.
0:06:10 > 0:06:12I'm not too clever with Chinese food. Not proper.
0:06:12 > 0:06:15Chinese as we know it, that's fine, but Chinese as the Chinese know it,
0:06:15 > 0:06:19that's a complete different meal. And I leave it out, for definite.
0:06:26 > 0:06:29Tonight, Chris is going to have to go native.
0:06:30 > 0:06:33Apparently, it's fashionable to be a little bit late.
0:06:33 > 0:06:37Billy Singh runs Chris's brand-new office in Shanghai.
0:06:37 > 0:06:38How do you switch on?
0:06:38 > 0:06:44He's laid on a lavish banquet to help Chris woo some of the top suppliers.
0:06:44 > 0:06:47It also gives me pleasure to introduce to everybody
0:06:47 > 0:06:52Dustin Hoffman... No, sorry, not Dustin Hoffman!
0:06:52 > 0:06:54- Come on, let's get started.- Wow!
0:06:59 > 0:07:00Let's get the old tools ready.
0:07:02 > 0:07:04Right, we're off.
0:07:05 > 0:07:07SINGING BLARES IN BACKGROUND
0:07:09 > 0:07:11They're slipping but there's no power.
0:07:16 > 0:07:18Actually, we've got a spoon here.
0:07:18 > 0:07:20That spoon there you can use.
0:07:20 > 0:07:23Billy, I'm not giving in and then you laugh at me!
0:07:23 > 0:07:27In China, it's not what you know but WHO you know,
0:07:27 > 0:07:30and Chris wants to build relationships.
0:07:30 > 0:07:31Cheers.
0:07:31 > 0:07:32Cheers, then, Kwatpak.
0:07:32 > 0:07:34Hi.
0:07:34 > 0:07:37It's Chinese tradition that the host must have a drink
0:07:37 > 0:07:39with every one of his guests.
0:07:39 > 0:07:43This is Doris. Doris ain't exactly a Chinese name, is it?
0:07:43 > 0:07:45I must admit, it's quite a good tradition.
0:07:45 > 0:07:48I think I'm going to introduce it at home, as well.
0:07:48 > 0:07:50I think I'll get everybody into it!
0:07:51 > 0:07:53I stopped counting after about eight.
0:07:53 > 0:07:56So I've said, "Cheers, thank you very much," so many times
0:07:56 > 0:07:59and have a sip of different drinks, I'm ready for going home soon.
0:07:59 > 0:08:01Thank you very much. Cheers.
0:08:04 > 0:08:08Chris may have put in the hard yards, but it's now up
0:08:08 > 0:08:13to his suppliers to deliver all 80 Frozen lines in time for Christmas.
0:08:14 > 0:08:16GONG
0:08:20 > 0:08:24Do you want a bag? That comes to £17.05.
0:08:24 > 0:08:25Cheers, mate.
0:08:25 > 0:08:29Thanks to China, pound shops are now a staple of our high streets,
0:08:29 > 0:08:34part of a discount market worth £36 billion.
0:08:34 > 0:08:38And the people who love them most are the oldies.
0:08:38 > 0:08:42We're in the pound shop to have a look what they've got. Yeah.
0:08:42 > 0:08:45To see what's not.
0:08:45 > 0:08:48You'll not get it anywhere if it's not in here.
0:08:48 > 0:08:53Me and me friend, Vera, we always go in and we buy no end from 'em.
0:08:53 > 0:08:56You get good bargains.
0:08:56 > 0:08:58But there's one pensioner they haven't yet reached.
0:09:03 > 0:09:05Pall Mall in London is home to the Queen.
0:09:10 > 0:09:13Currently, Her Majesty doesn't have a local pound shop.
0:09:13 > 0:09:15But that's all about to change.
0:09:15 > 0:09:17SHE WOLF-WHISTLES
0:09:17 > 0:09:18Beautiful!
0:09:19 > 0:09:24Sara Melin and George Wu run a pound shop with a difference.
0:09:24 > 0:09:27The Poundshop is a designer pop-up shop.
0:09:27 > 0:09:30We sell products for £1.
0:09:30 > 0:09:33The concept was, let's make an affordable design shop.
0:09:33 > 0:09:34Everything is really cheap
0:09:34 > 0:09:36but everything's actually really, really nice.
0:09:36 > 0:09:39Theirs might be a designer pound shop
0:09:39 > 0:09:42but they do have some things in common with the high-street version.
0:09:42 > 0:09:45We have a big range of different things.
0:09:45 > 0:09:47So you know when you go into a pound shop you can get your tea lights
0:09:47 > 0:09:50and your toilet brush and your toilet paper...
0:09:50 > 0:09:53Now I'm just going down the toilet route here. That's just...
0:09:53 > 0:09:55I'm going to mix it up a little bit. Any ball!
0:09:55 > 0:09:58And that's kind of the same thing you can do with us, I think.
0:09:58 > 0:10:02Except ours will be made by...an amazing designer.
0:10:02 > 0:10:04Hopefully.
0:10:04 > 0:10:06Their next pop-up will be a Christmas shop
0:10:06 > 0:10:09at the Institute of Contemporary Art,
0:10:09 > 0:10:12just down the road from Buckingham Palace.
0:10:12 > 0:10:14That's really exciting -
0:10:14 > 0:10:17it's probably going to be the closest pound shop to the Queen...
0:10:17 > 0:10:20- I think.- Yeah, we're hoping that she will come.
0:10:20 > 0:10:22- I'm hoping she'll come, too. - DOORBELL RINGS
0:10:22 > 0:10:25Sara and George choose what goes on the shelves
0:10:25 > 0:10:29from hundreds of ideas submitted by designers.
0:10:29 > 0:10:32So what kind of product is fit for the Queen?
0:10:33 > 0:10:35- You're a no, for sure.- Hm.
0:10:35 > 0:10:38They are geometric charcoal drawing shapes...
0:10:38 > 0:10:40Oh, right.
0:10:40 > 0:10:43So you draw with them like this... I guess?
0:10:43 > 0:10:45I like the cute, funny things -
0:10:45 > 0:10:48that's why I like pound shops. But you're are a serious,
0:10:48 > 0:10:51- very conscientious design lady... - Hm-mm.
0:10:51 > 0:10:54- ..and like very well-made things. - Hm-mm.
0:10:54 > 0:10:56- Wood.- Yes, mainly out of wood.
0:10:56 > 0:10:59- Anything that's out of wood. - Anything that's in wood.
0:10:59 > 0:11:00Oh, look!
0:11:00 > 0:11:02Is it wood?
0:11:02 > 0:11:04- LAUGHING:- It's a piece of wood!- Cool! - DOORBELL RINGS
0:11:04 > 0:11:07Over the years, their pound shop has expanded
0:11:07 > 0:11:09to include higher price bands,
0:11:09 > 0:11:14but the £1 items remain their biggest and best sellers.
0:11:15 > 0:11:19It's the surprise element of, "Actually, wow, this is really lovely and it's only £1."
0:11:19 > 0:11:21People go mad for the £1s.
0:11:21 > 0:11:24They just have their baskets and they go, "Oh...!"
0:11:24 > 0:11:25OK, next one.
0:11:25 > 0:11:29Their previous pop-up sold over 11,000 £1 products
0:11:29 > 0:11:32in just two days.
0:11:32 > 0:11:34How much are they?
0:11:34 > 0:11:35- I think they're both one.- Yeah?
0:11:35 > 0:11:38- This is totally our type of thing... - Yeah.- ..I think.
0:11:38 > 0:11:41- It's really nicely made. I like these.- Yes, me too.
0:11:41 > 0:11:43They are a yes for me.
0:11:48 > 0:11:52Mark, would you show this gentleman where all the cup-a-soups are, please?
0:11:52 > 0:11:55If you follow Mark, he'll take you to 'em, chief.
0:11:56 > 0:12:01In Burnley, Ian has had some inside information about the latest craze.
0:12:02 > 0:12:04Basically my niece Lily,
0:12:04 > 0:12:08she's five and all she keeps going on about is this Frozen film.
0:12:08 > 0:12:12Apparently Disney are reckoning the merchandise is going to be
0:12:12 > 0:12:15even more better than these loom bands that we thought was phenomenal.
0:12:15 > 0:12:19They're looking at lunchboxes, drinks bottles, playing cards,
0:12:19 > 0:12:21stationery items, bins...
0:12:21 > 0:12:23You name it, they are literally going to market things
0:12:23 > 0:12:25with these Frozen characters on.
0:12:25 > 0:12:27I mean, obviously, if it's the next big thing,
0:12:27 > 0:12:29it's going to be in short supply.
0:12:29 > 0:12:32I don't think you'll ever beat the classic, The Jungle Book.
0:12:32 > 0:12:33# Now I'm...
0:12:33 > 0:12:34# ..the king of the jungle
0:12:34 > 0:12:36# A jungle VIP! #
0:12:36 > 0:12:37THEY CHUCKLE
0:12:37 > 0:12:40Hey, King Louis, how do you start a fire, man?
0:12:40 > 0:12:42It's fantastic, ain't it? I love that film.
0:12:42 > 0:12:43Absolutely brilliant.
0:12:47 > 0:12:51In HQ, head buyer Nicola is trying to stay on top
0:12:51 > 0:12:53of the mass of Frozen orders
0:12:53 > 0:12:56the shops are now expecting.
0:12:56 > 0:12:59This e-mail you've sent me about freighting Frozen dresses,
0:12:59 > 0:13:01it's a bit vague!
0:13:01 > 0:13:04She's planning to trounce the competition
0:13:04 > 0:13:06with the biggest pound range on the high street.
0:13:06 > 0:13:09But all she's currently got is a handful of samples.
0:13:09 > 0:13:11Right, OK.
0:13:11 > 0:13:13(Jeez.)
0:13:13 > 0:13:16I know, these few days all matter though at the moment, as you know.
0:13:16 > 0:13:19'It's very pressured and I receive about...'
0:13:19 > 0:13:22100 calls a day just about Frozen.
0:13:22 > 0:13:24Ringing suppliers, "Where's my stock?
0:13:24 > 0:13:25"When will I be getting this delivered?
0:13:25 > 0:13:28"Can I have a photo for a flyer?
0:13:28 > 0:13:30"Can I have... When will the...
0:13:30 > 0:13:33"When will this container be being shipped?"
0:13:33 > 0:13:34And every day matters.
0:13:34 > 0:13:36It's getting to the stage where every hour matters now.
0:13:36 > 0:13:38Yes, I'm looking forward to it.
0:13:38 > 0:13:40'You can be fighting with lots of other people to get this stock,
0:13:40 > 0:13:43'shipment dates get pushed back and delivery dates get pushed back.'
0:13:43 > 0:13:47I can be sitting here tearing my hair out and I go home
0:13:47 > 0:13:48and I'm close to tears sometimes.
0:13:48 > 0:13:51Um, I know we keep missing each other...
0:13:51 > 0:13:55Can you try and give me a call back, because I need to talk to you urgently about Frozen pyjamas.
0:13:58 > 0:14:01In China, Chris is doing his bit
0:14:01 > 0:14:04to speed up the multi-million-pound Frozen order.
0:14:06 > 0:14:09This factory seems in the middle of nowhere.
0:14:09 > 0:14:12He couldn't be downtown, the rents are too high.
0:14:12 > 0:14:16The factory has to have a licence to produce Disney products.
0:14:16 > 0:14:19It adds nearly a quarter onto the price Chris pays,
0:14:19 > 0:14:22but this is one cost he doesn't want to cut.
0:14:22 > 0:14:25Friend of mine, he imported Bob The Builder
0:14:25 > 0:14:27and he didn't have the licences
0:14:27 > 0:14:29and then the poor fellow ended up doing a bit of jail for it.
0:14:29 > 0:14:32So I just wanted to make sure we're in the clear.
0:14:32 > 0:14:34We're absolutely in the clear.
0:14:34 > 0:14:36I ain't going to do a bit of porridge
0:14:36 > 0:14:38for the fact we have got non-licensed products.
0:14:38 > 0:14:41- No. Absolutely not.- Right, that's made me feel a lot easier.
0:14:45 > 0:14:49One of the 80 different Frozen products Poundworld has ordered
0:14:49 > 0:14:53is a money tin and 143,000 of them
0:14:53 > 0:14:56are being made in this factory.
0:14:56 > 0:14:59What amazes me is how you've got the licensed products,
0:14:59 > 0:15:02you've got the material, you've got the manufacture,
0:15:02 > 0:15:04you've got the top on the bottom,
0:15:04 > 0:15:06you've got the container, you've got the shipment...
0:15:06 > 0:15:08You've got to get it there, we've got to put it on the shelf.
0:15:08 > 0:15:11- And when it's all finished, we charge £1 for it.- I know.
0:15:11 > 0:15:12It's amazing.
0:15:17 > 0:15:20Chris can only sell products like these for £1
0:15:20 > 0:15:24because the cost of manufacturing in China is so cheap.
0:15:24 > 0:15:27Workers here earn around £100 a week.
0:15:27 > 0:15:29MACHINES WHIRR
0:16:15 > 0:16:18Since Chris first came to China,
0:16:18 > 0:16:21there have been improvements in working conditions.
0:16:21 > 0:16:24Here, staff rotate on eight-hour shifts
0:16:24 > 0:16:27to produce 200 million tins a year.
0:16:30 > 0:16:33From that flat sheet, that's actually the finished item.
0:16:33 > 0:16:36If they shipped it in a flat sheet, it would be a lot cheaper,
0:16:36 > 0:16:38but we've got to ship fresh air.
0:16:42 > 0:16:46Thanks to his visit, Chris's tins have moved up the queue,
0:16:46 > 0:16:48but they'll take six weeks to ship,
0:16:48 > 0:16:52so it's still hit and miss whether they'll arrive in the UK in time.
0:16:53 > 0:16:56Not only have you got to order the right quantity,
0:16:56 > 0:16:59you've got to hope that you actually get the stock in on time
0:16:59 > 0:17:02or we've got a warehouse full of stuff we don't really want.
0:17:02 > 0:17:05And we've got to reduce it, so that will take away the profit.
0:17:05 > 0:17:08We don't make many mistakes, but the chance is always there.
0:17:08 > 0:17:10Frozen is a million-plus bet
0:17:10 > 0:17:13and you just hope you come through it the other side.
0:17:14 > 0:17:15If you get enough wrong,
0:17:15 > 0:17:17it can bring tears to your eyes, and tears to the cash flow,
0:17:17 > 0:17:21but, I mean, you've got to do it. That's the game we're in.
0:17:21 > 0:17:24While Chris waits for his huge order,
0:17:24 > 0:17:26back on Britain's high streets,
0:17:26 > 0:17:29everyone else is cashing in and selling out.
0:17:30 > 0:17:32The reaction to Frozen's just been mental.
0:17:36 > 0:17:39Archrival Poundland has managed to get a small range
0:17:39 > 0:17:42weeks before any other pound shop.
0:17:43 > 0:17:46It just goes like wildfire, it's mad.
0:17:46 > 0:17:49If you don't get it there and then, it'll be gone in a few hours.
0:17:49 > 0:17:52We've just come out of Poundland and we have managed to get some
0:17:52 > 0:17:54Anna and Elsa sponges
0:17:54 > 0:17:57and we've also bought some shimmery lip balms.
0:17:57 > 0:17:59And we've got...oops...
0:17:59 > 0:18:01some Frozen hand-wash
0:18:01 > 0:18:04and shampoo and conditioner.
0:18:04 > 0:18:08You want your children to get the first things what are out, don't you?
0:18:08 > 0:18:11Obviously, the first one's to get them's obviously the best one.
0:18:12 > 0:18:14Chris's range may be much bigger,
0:18:14 > 0:18:16but now he's not first,
0:18:16 > 0:18:19the risk of being frozen out is even higher.
0:18:24 > 0:18:26Plan B would have to be to...
0:18:26 > 0:18:28We will have to drill it another way.
0:18:31 > 0:18:36In London, the Queen is finally getting her own designer pound shop,
0:18:36 > 0:18:39even if it will only last for four days.
0:18:39 > 0:18:43Don't worry about the tape now, let's get them all out first.
0:18:43 > 0:18:45Is that too close between the blue and the purple?
0:18:45 > 0:18:48Oh, you know, just some design...
0:18:48 > 0:18:51issues going on in my head.
0:18:51 > 0:18:55Sara and George have got just a few hours to stock the shelves
0:18:55 > 0:18:57with thousands of handmade designer items.
0:18:58 > 0:19:01They are safari place-name holders
0:19:01 > 0:19:04for those fancy dinner parties that you have.
0:19:05 > 0:19:08It's postcards, kind of, made as postcards...
0:19:08 > 0:19:10It's just a really nice design.
0:19:10 > 0:19:12And then you make...
0:19:12 > 0:19:15Inside is this little winter wonderland.
0:19:16 > 0:19:18You can grow cress in it.
0:19:18 > 0:19:21You don't have so much grass in the snow, though...
0:19:21 > 0:19:23so I'm a bit confused about that, but, you know.
0:19:23 > 0:19:26The A5 clipboard is going to do really well.
0:19:26 > 0:19:28They're such a bargain as well. I mean, that's £1.
0:19:28 > 0:19:30Ding ding.
0:19:30 > 0:19:33Sara and George aren't the only ones offering stylish design
0:19:33 > 0:19:35at bargain prices.
0:19:38 > 0:19:41There's been a mini invasion of discount design stores from Europe,
0:19:41 > 0:19:44including Danish shop Tiger.
0:19:45 > 0:19:48Always keen to stay ahead of his competitors,
0:19:48 > 0:19:50Chris has bought some of their pound products
0:19:50 > 0:19:54to see how they go down with Poundworld's biggest fan,
0:19:54 > 0:19:57his 87-year-old mum, Alice.
0:19:57 > 0:19:59What's this? It's a birthday card.
0:19:59 > 0:20:00Right.
0:20:00 > 0:20:03That's what we're doing, that's what they're doing.
0:20:03 > 0:20:04No, you can't open them.
0:20:04 > 0:20:06If you were in a shop, they wouldn't let you open it.
0:20:06 > 0:20:09We'll open it and see what it says
0:20:09 > 0:20:13and then see how it compares, quality-wise and size-wise
0:20:13 > 0:20:14and everything.
0:20:14 > 0:20:17Oh. I don't know what that means. I know what that means.
0:20:17 > 0:20:19What does that mean?
0:20:19 > 0:20:20- A bit of wood! - SHE LAUGHS
0:20:20 > 0:20:23Yeah, there's no picture on it at all, just a design.
0:20:23 > 0:20:26If they're selling these for a pound, I can't get me head round it.
0:20:26 > 0:20:29I understand it's a bit designer, but the bulk of our customers,
0:20:29 > 0:20:33if they had a choice of buying that or this, they would choose ours.
0:20:33 > 0:20:34I'm just looking at the batteries.
0:20:34 > 0:20:37They've got two against our four-pack and they're doing them
0:20:37 > 0:20:40- for a pound. - It's only some... How can I say?
0:20:40 > 0:20:43..maybe fashion-conscious person would buy them batteries.
0:20:43 > 0:20:46Design sometimes does have relevance,
0:20:46 > 0:20:48but it's got to be tied in to value for money.
0:20:48 > 0:20:51And, y'know, when you just look for two batteries for a pound,
0:20:51 > 0:20:52I would have thought the colour
0:20:52 > 0:20:55wouldn't make a right lot of difference, cos it's just the value.
0:20:58 > 0:21:02Just need nibbles for tonight. And me glasses.
0:21:03 > 0:21:05Chris might have built his empire by shouting
0:21:05 > 0:21:08value for money in a bright, clear, store...
0:21:09 > 0:21:12Very good. Ooh...
0:21:15 > 0:21:19..but Sara and George have crafted a totally different atmosphere.
0:21:23 > 0:21:27- I really like the little porcelain pots.- Mm.
0:21:27 > 0:21:30We've been trying to think about what to do with a lot of our plants
0:21:30 > 0:21:33at home, and some of these would be quite nice for the little herb
0:21:33 > 0:21:35- things we have. - Yeah.
0:21:35 > 0:21:37£64, please.
0:21:38 > 0:21:41Hundreds of customers have come to the opening
0:21:41 > 0:21:45to get their hands on some designer bargains.
0:21:46 > 0:21:50I have a pop-up sort of Christmas herb garden.
0:21:51 > 0:21:53That's a pound!
0:21:53 > 0:21:55A pound!
0:21:55 > 0:21:57Dangerous, someone who spends all my money.
0:21:57 > 0:22:02Although the Queen hasn't come along, people are still impressed.
0:22:03 > 0:22:06It's beautifully presented. We've got wine.
0:22:06 > 0:22:09It's nice to have things by designers and crafts makers
0:22:09 > 0:22:10at affordable price points.
0:22:10 > 0:22:13It's a bit posher than your average pound shop, isn't it?
0:22:13 > 0:22:14I think a little bit.
0:22:14 > 0:22:18It may be posh, but this pop-up has one thing in common with every
0:22:18 > 0:22:20pound shop in the world.
0:22:20 > 0:22:24You end up kind of being seduced by the cheap prices and end up
0:22:24 > 0:22:27leaving with bags and bags and bags of things.
0:22:29 > 0:22:32- £12.- No way. You're going to spend more than that.
0:22:32 > 0:22:35- No, I meant that's it.- Really?
0:22:35 > 0:22:37Oh, no. £18.
0:22:38 > 0:22:41- I spent £39! - She wasn't expecting that.
0:22:41 > 0:22:44I thought, "I'm going to spend £1"!
0:22:45 > 0:22:49- OK, £74, please.- Ker-ching!
0:22:50 > 0:22:53MUSIC: Rawhide by Frankie Laine
0:22:53 > 0:22:58# Keep rollin', rollin', rollin' Though the streams are swollen
0:22:58 > 0:23:02# Keep them dogies rollin' Rawhide!
0:23:02 > 0:23:06# Through rain and wind and weather Hell-bent for leather... #
0:23:06 > 0:23:10I've just got to go and let t'driver know to put it on this door here,
0:23:10 > 0:23:13and we should get it off-loaded within t'next hour and 'alf.
0:23:13 > 0:23:16Thank you. Do you just want to back it onto that door for us?
0:23:16 > 0:23:18- Sure thing, mate.- Thank you.
0:23:18 > 0:23:20Nicola's sleepless nights
0:23:20 > 0:23:24and Chris's personal visit to China have paid off.
0:23:24 > 0:23:29Two months later, three containers have finally arrived,
0:23:29 > 0:23:33including Chris's money boxes.
0:23:33 > 0:23:35Probably get one of these for meself and put it under me
0:23:35 > 0:23:39pillow out of t'way so t'wife can't see me stash.
0:23:39 > 0:23:43From the warehouse near Wakefield, the entire range is sent to
0:23:43 > 0:23:48shops across the UK, including a brand-new branch in Nottingham.
0:23:48 > 0:23:51- Here they are.- Where you found them?
0:23:51 > 0:23:54- Wrong place. - I was looking for them everywhere.
0:23:54 > 0:23:57They've got a range of products that should satisfy even the most
0:23:57 > 0:23:59ardent fans.
0:23:59 > 0:24:01We've got the posters, we've got cups, we've got
0:24:01 > 0:24:04the sticker books, we've got colouring pads, we've got
0:24:04 > 0:24:07the large pencils with smaller pencils inside.
0:24:07 > 0:24:10You name it, we've got it in Frozen.
0:24:10 > 0:24:15Head buyer Nicola has come along to witness the launch in person.
0:24:15 > 0:24:17Some of these products I haven't actually even seen in real
0:24:17 > 0:24:21life as yet, so the first time I'm getting to see it is on the shelf.
0:24:21 > 0:24:23Yeah, some of these things look fab.
0:24:23 > 0:24:26So I really hope it's a success this morning and...
0:24:27 > 0:24:30- SHE LAUGHS - Oh, God!
0:24:32 > 0:24:35With the help of the fairy-tale phenomenon,
0:24:35 > 0:24:39the team hopes to attract record numbers of customers to the new shop.
0:24:39 > 0:24:43I think actually I was expecting a rush of people going for Frozen
0:24:43 > 0:24:46things, so I was like, "I've got to be in there!
0:24:46 > 0:24:47"Somehow!"
0:24:49 > 0:24:53Nicola and Chris have risked millions on their Frozen deal,
0:24:53 > 0:24:57but it will all be for nothing if the hype has gone cold.
0:24:57 > 0:25:01- CROWD CHANT:- Five! Four! Three! Two! One!
0:25:01 > 0:25:03Go.
0:25:09 > 0:25:11Is somebody sharing my basket?
0:25:22 > 0:25:23I've created a monster!
0:25:25 > 0:25:27This is crazy, innit?
0:25:27 > 0:25:31Oh, hectic! But I love this. It's for me granddaughters.
0:25:32 > 0:25:34I've got everything!
0:25:37 > 0:25:41This range is the culmination of eight months' hard graft for Nicola.
0:25:41 > 0:25:44Yeah, waking up in the middle of the night having panic attacks
0:25:44 > 0:25:47about Frozen. And, yeah...
0:25:49 > 0:25:54I didn't imagine that at all! I find it quite... Yeah...
0:25:55 > 0:25:56Sorry, I'm being stupid.
0:25:59 > 0:26:02I heard it advertised on the radio, Frozen.
0:26:02 > 0:26:04I thought, "I'll get some things for the grandchildren."
0:26:04 > 0:26:07So there's me assortment of gifts for the grandchildren.
0:26:07 > 0:26:10You can get a lot more for your money.
0:26:10 > 0:26:12You can give your child a better range from what you can
0:26:12 > 0:26:16get in the pound shop than if you paid in the proper shops, you know?
0:26:16 > 0:26:18So it really does help, yeah.
0:26:18 > 0:26:20It's the same all across the UK.
0:26:23 > 0:26:26Word has got round that Chris's shops have an extensive
0:26:26 > 0:26:31range of genuine merchandise, all for a pound.
0:26:32 > 0:26:36It's selling so fast that with over a month left till Christmas,
0:26:36 > 0:26:39the big worry now is keeping the shelves stocked.
0:26:39 > 0:26:43There were plastic plates, plastic bowls, a plastic knife and fork set.
0:26:43 > 0:26:45There was a lip gloss, there was a lip shimmer.
0:26:45 > 0:26:48There was a money tin, a plastic sports bottle,
0:26:48 > 0:26:55plastic drinks bottle, a Frozen bag, kitchen towel, Frozen tissue cube.
0:26:55 > 0:26:59And that is all we have got left now.
0:26:59 > 0:27:03It's just absolutely hammered. I've never known anything like it.
0:27:03 > 0:27:06I had a woman this morning who rang up at quarter past eight
0:27:06 > 0:27:10and she was asking for Frozen wrapping paper.
0:27:10 > 0:27:13Gone. I haven't got the Frozen gift bags. They've gone.
0:27:13 > 0:27:17I haven't got the Frozen cutlery. No plastic bowls, no plastic plates.
0:27:17 > 0:27:19That is all we've got left.
0:27:19 > 0:27:21This potato peeler -
0:27:21 > 0:27:23you could put a Frozen emblem on there
0:27:23 > 0:27:25and that would fly off the shelves.
0:27:25 > 0:27:29Stuff like this gets filled once a week. But this...
0:27:29 > 0:27:33two or three times a day. Morning, sweetheart. Can I help you?
0:27:33 > 0:27:36- I don't want to interfere with you. - All right, sweetheart, OK.
0:27:41 > 0:27:42All right, then. Thank you.
0:27:42 > 0:27:45Two months after the launch,
0:27:45 > 0:27:48they've sold three million of the branded items.
0:27:48 > 0:27:51- I want something like that. Does that sell?- Yeah.
0:27:51 > 0:27:53Well, that came in on Monday
0:27:53 > 0:27:57and we've sold 10,000 units already, which is five days' sales.
0:27:57 > 0:27:59- Unbelievable.- It's unbelievable.
0:27:59 > 0:28:01And with Frozen 2 in the pipeline,
0:28:01 > 0:28:05Chris's million-pound gamble looks like a safe bet.
0:28:05 > 0:28:07I've never watched the Frozen movie,
0:28:07 > 0:28:11but if it means this much to us, I'm going to watch it as soon as I can!
0:28:11 > 0:28:14- Next time... - I'm staying calm.
0:28:14 > 0:28:18..Chris picks up the pieces after an online disaster...
0:28:18 > 0:28:20You can't make the same mistake twice in business.
0:28:20 > 0:28:23- You move that. - Oh, that's good!
0:28:23 > 0:28:27..and in store, they've got a crime fight on their hands.
0:28:27 > 0:28:29Holy smoke! Shoplifter! Quick, to the Batmobile!
0:28:29 > 0:28:32- Come on, let's get him! - You're crackers!