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new coach handbags 2013 Poundland shoppers need celebrities to endorse the store.This year, the chain is expected to rake in 500million 100m more than last year.Not only are brands now eager to be seen on its shelves, some are even making products exclusively for the chain.You won't get Maxwell House Classic Roast Coffee or a 1.5kg bag of Whitworths sugar anywhere but here for 1, of course.Boss Jim McCarthy invited us to the flagship store in Croydon's Whitgift shopping centre and the Wall of Value at the entrance is impressive alongside the coffee and sugar there's a pyramid of Toblerones, Maltesers, Coke, Pepsi and boxes of 10 eggs.Neatly stacked shelves display brands from Heinz and Kodak to Disney and Palmolive.And the customers love it. One shopper rifling through a selection of CDs confides: "I come in here all the time."You can treat yourself or buy the kids a toy and not feel guilty about it. There's Rimmel make up for 1 you'd be mad to pay full price anywhere else."Jim explains: "It's all to do with perceptive value. We don't sell 1 products we sell products for 1."And it's perceptive value which means the chain's own label products don't carry the Poundland name but have in house labels such as Kitchen Corner, Busy Bear, Delissia and Beauty Nation.It's the same kind of low key branding that the discount stores and Tesco have taken a shine to with their Discount Brands range. Jim says: "The big brands drive people in but they buy other things, too, because of the amazing value of our own brand products."Like the discount chains, Poundland's bags are no longer hidden within posher names but carried