Poundland is putting the finishing touches to its new store in an upmarket area, replacing a branch of Foxtons Estate Agents on a road called Lordship Lane - and has put up posters after people started complaining the discount store would lower the tone of the area.
Poundland says its arrival has caused an online stir on local Facebook groups with some claiming the new store is a sign of ‘reverse gentrification’.
Eager to calm the nerves of East Dulwich, Poundland has created bespoke window signage highlighting facts about the business that 'should help stop any local hand-wringing'.
The sign reads: "Retailers love the customers we bring to their high streets. Serving 7m shoppers a week, we may help a little more than the estate agent here before us."
They also flagged up the chain's green credentials, writing: "We only use 100% renewable electricity to power our UK mainland stores and all our fridges in every store have doors reducing energy consumption by 80%.
"We stopped air freighting any of our products back in 2021 and over 60% of what we sell comes from the UK and Europe."
Poundland also said its meal deals are 'better value than most' and said it is creating 800 new jobs in the UK this year.
The sign adds: "We have our own Poundland Foundation – so far it’s raised £1 million to provide sports Kits for Kids and supports Make-A-Wish, Tommy’s & Whizz-Kidz.
"Here in East Dulwich you’ll find lots you didn’t expect - including chilled and frozen food as well as beers, wines and spirits."
East Dulwich joins a growing number of Poundland stores in sought-after London areas including Swiss Cottage, Fulham and Shepherds Bush
Although areas of the Borough are considered affluent, Southwark is ranked as having the 6th highest rate of child poverty across the whole of London.
Those figures from a Loughborough University report in 2021 will be supported with more data released this month from the Food Foundation that shows child poverty had doubled across the UK in the last year to four million.
The new 2,800 sq ft store will follow the retailer’s Poundland Local format - specifically designed to bring convenience shopping to areas not currently served by the retailer.
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.
“What’s more we think our promise to deliver amazing value is as important to the residents of East Dulwich as it is to customers in East Kilbride and East Grinstead.
“We look forward to helping all Southwark residents save money on the grocery items they need.”
For those residents who would like a sneak peek ahead of the hoi polloi, Poundland will organise a special preview the day before opening to help them acclimatise.
