Poundland will hold an ‘acclimatisation session’ to ‘soothe the nerves’ of ‘East Dulwich luvvies’ worried about the budget shop’s arrival on Lordship Lane – ‘one of London’s poshest streets’.
The budget goods chain has told posh shoppers not to worry about ‘reverse gentrification’ through some new signage, ahead of the shop’s grand opening on Saturday, March 18.
The company’s unusual marketing campaign comes after the News ran a story last month about local shoppers fearing the budget store would “bring down the value” of the affluent high street.
Leaping to its new outlet’s defence, Poundland erected bespoke window signage to “stop any local hand-wringing”.
The hoardings feature ‘Poundland facts’ about the company’s green credentials, value-for-money products, and charity work.
A Poundland press release reads: “Poundland is putting the finishing touches to its new store in East Dulwich which will bring shoppers even more choice and value to help household budgets go further.
“Its arrival has caused an online stir on local Facebook groups with a small minority claiming Poundland’s new store is a sign of ‘reverse gentrification’.
“Eager to calm the nerves of East Dulwich luvvies, Poundland has created bespoke window signage highlighting facts about the business that should help stop any local hand-wringing.”
It described Lordship Lane as “one of London’s poshest streets” and said the store window posters “aim to soothe the nerves of the hoi polloi”.
The store is set to stock a selection of swanky products including £20 bottles of Tattinger champagne that sell for £34 elsewhere on the high street.
Poundland director of retail, Darren Kay, said: “While our impending arrival on Lordship Lane has caused a bit of a hoo-ha, we can’t wait to open our doors and show Lordship Lane what we’re offering.”
While some East Dulwich locals were worried about the new store’s arrival, the majority of people were excited.
One Facebook user wrote: “In a time like this a lot of people will need to shop there. Not everyone can afford to buy or rent in East Dulwich and surrounding areas. What do you expect to open, another pizza shop?”
Another Facebook user wrote: “Not everyone who lives in Dulwich is loaded and doesn’t have to worry about bills or heating their homes.
“At the end of the day, it’s providing jobs for people and, for those that will use it, they will not have to travel to Peckham or Streatham now, making it easier to get what they are after.”
The 2,800 sq ft store replaces a Foxtons estate agent and will create twelve jobs and joins other stores in sought-after locations like Swiss Cottage, Fulham and Shepherds Bush.
If you are interested in attending an acclimatisation session contact ed@arena-pr.com.