- 2 days ago
Pound Shop Wars S01E04
Category
🦄
CreativityTranscript
00:00The question I get asked mostly in here, believe it or not, is how much is this?
00:05How much is this?
00:07That is the truth.
00:09How much are these chamois?
00:13They're shops with a magical formula.
00:16It must cost more for me than what they're selling. How do you do it? I never know.
00:20Everything costs a pound.
00:22A pound?
00:23What?
00:25Bargaining itself.
00:26And some people have fallen under their spell.
00:30Football!
00:31This is the most expensive shop in the centre.
00:34You buy one thing and you find another and then you find another.
00:37It's just so cheap.
00:38I like a bargain.
00:41There's now a pound shop in almost every town and city.
00:45Bloody brilliant.
00:47I love pound.
00:49But for Chris Edwards, owner of the Pound World Empire, it's war.
00:55It's an insult to everything we try and stand for. It's ridiculous.
01:00It's a cut-price, cut-throat battle for survival against giant pound shop chains and now the supermarket.
01:08It was our breast sellers and now we haven't got it in again. Somebody's made a big boob somewhere.
01:12And as customers get more savvy...
01:14Sometimes they are smaller sizes to cater for the pound customer.
01:19It's a fight to find new tricks to keep the magic alive.
01:23We've saved a fracture by not including any underwear.
01:26She doesn't mind. She's got a smile on her face.
01:30This week...
01:32They're chasing everybody's business and they just don't know when to give up.
01:36The supermarkets are coming after Chris.
01:38They're monsters.
01:40I think it's unfortunate that a pound shop has come to Harrogate.
01:43And upmarket town gets pound fever.
01:45How long are you still?
01:46We've only got four tills.
01:48People say, I'm not coming back.
01:50And a new mascot evokes extreme reactions.
01:54Are you going to find guys a laugh?
01:56Oh dear.
01:57The pound seems to be scaring children.
02:06In his quest to expand his empire, Chris Edwards has flown to an exotic location.
02:13How are you?
02:14How are you?
02:15Yeah, nice to meet you.
02:20There's obviously a lot of wealth in the island.
02:24It's the last place you'd expect to find a pound shop.
02:31You just go for the power.
02:34Nice and warm.
02:35Right, can't wait to get in there.
02:37If somebody said to me, a short while there, two or three years ago, that we'd be considering
02:41doing business in Jersey, I would have said not in a thousand years.
02:45You just think of Jersey and you think of money.
02:46This tax free haven has nearly 3,000 millionaires, but local businessman Nigel Robson wants to
02:54persuade Chris it's ready for its first pound world.
02:58The local stores, they all seem to have this one pound price point.
03:02They seem to be doing what the pound worlds are doing.
03:07Nigel wants to open a new shop with Chris and is taking him on a fact-finding tour.
03:16Our KitKats come a little bit bigger for us, wait.
03:19Just a little.
03:21Chris may have bigger KitKats, but if he opens here, he'll have a fight on his hands.
03:27There are already pound shops in Jersey and a 99p superstore.
03:33It's what they call value, isn't it?
03:34Look at that.
03:36That's just fantastic value, 99p.
03:41Owners Robert and Andrean Bridgen aren't worried about Pound World arriving.
03:46There's still a penny more than us and people don't want to pay that.
03:50They've even got what they think is the world's first 99p cafe.
04:02They say more people are shopping with them than ever before.
04:07The Pound Market is no longer just working class people.
04:10It's everybody.
04:11Everybody comes in here.
04:12The stigma's gone completely, I think.
04:17In Britain, one in five pound shoppers are thought to be middle class.
04:22It's a trend Chris wants to cash in on.
04:25When we started, some people wouldn't be seen dead in one of our stores.
04:29Now, the middle class is very much our target.
04:33Chris agrees with Nigel that there are opportunities here.
04:36This is the street I'd be looking for.
04:38You know, this is where I'd want to be, down this street.
04:41But there's very little available, I believe.
04:44You'll be able to see right to the back of the shop.
04:45Right.
04:46So it'll give a really good visual.
04:48But the street Nigel has chosen is much quieter.
04:54The expansion in Jersey will have to wait.
04:56But there's a recent shop opening in Britain
04:59that this former market trader is very proud of.
05:03There's one store I always wanted to have.
05:05We've managed to do it.
05:07Peckham.
05:08We all know who lived in Peckham.
05:10My hero, Del Boy.
05:13But to grow his empire,
05:15he's now targeting places once considered too affluent for a pound shop.
05:20And he thinks he's found the perfect spot.
05:26It has like an air of class.
05:29It's not like a city, is it?
05:31No.
05:31It's a town, so it's like,
05:33it's a lot calmer than where we usually go.
05:36Chris has brought his mum Alice to the spa town of Harrogate.
05:40It's so posh, it doesn't even have a pound shop.
05:44Oh, that's nice.
05:45I don't think I've sat down and had a cup of coffee with my son for ten years.
05:53To see him sat in one place and not got his phone in his hand.
05:58Don't get used to it, we're back to the grindstones, aren't we?
06:01Chris isn't here to relax.
06:03He's come to see the new store he's about to open.
06:11I think this is probably a bit of a landmark because, you know,
06:14it's very rare do we come to a town where we haven't got any competitors.
06:18In the past, Chris found it hard to get a site here.
06:22I think it's a bit push in this centre, so we'll have to be very careful.
06:28But attitudes have changed so much
06:30that this centre has offered them a prime spot.
06:33They open in a week.
06:35And no doubt we're going to be here on opening day.
06:38Let's see what we get.
06:39I'm sure the response will be first class.
06:41I think it'll do well.
06:43And I think it'll be an asset to the centre.
06:46But old attitudes die hard in this upmarket town
06:50and its success isn't guaranteed.
06:52I think it's a little bit unfortunate
06:54that a pound shop has come to Harrogate.
06:56I suppose people would think,
06:57I can see why they would think it would lower the tone.
07:00I don't like the pile them high, stack them up,
07:03scrummaging kind of shops.
07:06I'd rather be somewhere more salubrious to walk around.
07:12And it's not just attitudes Chris is fighting.
07:20With slick £1 ads and deep pockets,
07:24Tesco and the other big supermarkets
07:26have entered the pound shop wars
07:28with guns blazing.
07:30And a little helps.
07:34It's causing Chris sleepless nights.
07:37Basically, you're going ped to head with these people.
07:40I work 12 hours a day, but that's not enough.
07:42I could stay awake any longer, I would.
07:44It's impossible.
07:44You've got to sleep at times.
07:46I mean, this is a phenomenal business.
07:48You don't compete with anybody bigger than these people.
07:50They're monsters and they just don't know when to give up.
07:54Survival of the fittest.
07:56If you fail, them lads are just ready to take you out.
07:59But he's created a new weapon to fight back.
08:03There we go.
08:05We're all set.
08:06It's pretty good.
08:07Meet Percy Pound.
08:09It's going to be good, especially for the kids out there.
08:11Area manager Nathan is convinced the kids will love him.
08:14Once you get the kids in, they'll drag the parents in.
08:19Right.
08:20Let's go.
08:21Sidestep, sidestep, and you're free.
08:24The mascot is being deployed at the grand launch of a West Bromwich shopping centre,
08:29where Chris is opening alongside one of the biggest Tescos ever built.
08:34Can we just go outside Tescos because we've got a grand opening at 10 o'clock?
08:37Do anything you can.
08:39Get the people up here.
08:40Go for it.
08:41Run free.
08:42OK.
08:43Go.
08:44Hello, everybody.
08:47I'm a pound.
08:49I'm a very good pound.
08:52Everything's a pound at the pound store today.
09:02Tesco is touting for customers, too.
09:05Their leafletters are out in force.
09:07Their one-pound signs are primed,
09:09and they've even got their own mascot.
09:19Mr. Pound's efforts soon attract attention.
09:23Help!
09:25Right.
09:26This boy is going to turn into a fistful of dollars in a minute.
09:29Seeing that does not make you want to go into the store at all.
09:31He's not the only one who's not impressed.
09:39He's got a bit of a situation.
09:46The pound seems to be scaring children.
09:52Are you scared?
09:53We'll persevere until it stops scaring children, or they get used to it.
09:58One or the other.
10:02At the minute, it's not looking right.
10:07Chris's search for new markets is taking him to another unlikely place.
10:13With director Mark Ward, he's on his way to meet someone who should be a sworn enemy.
10:20We're on our way to see Steve Smith.
10:23He's the originator of the Poundland chain.
10:27Poundland is Britain's biggest pound shop chain,
10:30and Pound World's a hot rival.
10:33Steve sold the chain over ten years ago,
10:35and now he works from an office in the grounds of his estate.
10:40Hi, Steve. How are you doing?
10:42Nice to see you again. How are we doing?
10:44Doing you all right?
10:45Good to see you.
10:45It's quite ironic that at one point,
10:47arch enemies are now we're in bed together.
10:50Would you like to have a look around what we're doing?
10:54Yeah, I'd love to.
10:55Chris thinks Steve is offering to take him somewhere
10:57no pound shop has ever been before.
11:04Cyberspace.
11:05Pound shops are closed at six o'clock at night,
11:07and this is open.
11:08We're going to make money when we're sleeping.
11:10Is that what you're trying to say?
11:11Keep it going.
11:12I was starting to believe you.
11:15It is exciting.
11:16I'm optimistic.
11:17It is win, win, win.
11:19But there's a problem.
11:21Last week, Steve surprised Chris
11:23by putting a page of the website online
11:26with a countdown to their opening.
11:29As you can see, the clock's ticking away.
11:32All right.
11:32What have we got left?
11:33Seven days, seven hours.
11:35Bloody hell.
11:36And a lot to do.
11:3750,000 people have registered for the launch,
11:40and Chris doesn't want to disappoint them.
11:43Setting that clock ticking has put us under a lot of pressure,
11:46but what's done's done, and we're going to try and meet it.
11:50But it's going to be touch and go.
11:53I've only got half of photos in a state where they can go on the website.
11:56I've got no barcodes.
11:58I've got no descriptions.
12:00We're working flat out in there,
12:01but he's really pushing it now.
12:05I keep looking at Steve's face,
12:06and he's looking increasingly worried.
12:14At the grand opening of the West Brom Arcade,
12:17the fight to attract customers continues.
12:21Oh, bless you.
12:23I've just got a cuddle.
12:25I'm going to bed alone.
12:26The Pound's won over the children,
12:28but now there's another problem threatening to sideline it.
12:34The shopping centre has brought in a local celebrity,
12:39ex-West Brom footballer Cyril Regis.
12:43Nathan sees a chance to get in the news.
12:46We've got all the press down here,
12:48so we're going to go and get the Pound mascot,
12:49and he's going to photobomb this.
12:51Come, come, come.
12:52We're going to photobomb this.
12:53All the press are on this side,
12:55so let's try and get them around here.
12:59Operation photobomb.
13:01We have no boundaries.
13:03Unfortunately for Nathan,
13:04the centre's PR does.
13:06I'm organising this on the PR side.
13:09We don't want how we're doing just this one picture.
13:11Where do you want the deputy mirror?
13:12Oh, on the stage, please.
13:14But as they set up shop,
13:16Nathan pushes his look.
13:18Just jump in the picture.
13:19In for a penny, in for a pound.
13:20Put one level up on there.
13:22I've got Cyril, he's going nowhere.
13:23Put one level up on there.
13:25But the centre's PR lady wasn't born yesterday.
13:28Remember I said just for this one photobomb,
13:30could you just move to the side?
13:31That's not a lot to ask.
13:33Ah.
13:34OK, we'll try.
13:36We'll try.
13:40Nathan's missed the big shot.
13:43Let's go to the next one.
13:46Time for Operation Celebrity Endorsement.
13:51Cyril, can we get one with the pound?
13:52The pound!
13:53The pound!
13:55Is that a shot?
13:56A power.
13:57Is it a shot?
13:57Yes, it's a shot, mate.
13:58Nice publicity, mate.
13:59You've got a penny break.
14:00It's all right.
14:01Go on, mate.
14:02This one?
14:04Cyril.
14:05Thank you, Cyril.
14:06Ah, that's lovely.
14:08Cyril's not too interested in a pound.
14:11It's Anne.
14:13It hasn't gone very well, but there is some good news.
14:17The pound's attracting more attention than anything else.
14:21You see?
14:22Everybody loves the pound.
14:26The pound's charm offensive has won people over.
14:29Three beautiful young ladies.
14:32Hi.
14:33Chris's new shop has been full all day.
14:37The pound has done well, apart from scaring kids at the start.
14:41Really good.
14:42Really, really good.
14:45Pound's coins come home.
14:50Back at HQ, there's a problem.
14:53Chris's plan to open the first online pound shop has been made public, but not by him.
14:59There's been an article about the online situation.
15:02Yeah.
15:03But I'm going to get it on to our PR people, and we'll make sure we'll put a cap on
15:06its shirt
15:06away.
15:07And I think we have to have a word with Steve to say all the press releases come through
15:10us.
15:10Yeah.
15:11Steve Smith, the man who's supposed to take them online, is in the papers.
15:16Steve's come out in the open and did a few press releases without our knowledge.
15:23Our competitors may well see this and want to be the first.
15:26And we want to be the first online.
15:30Now Chris is pulling out all the stops to make sure they hit the deadline.
15:39But at the other end of the country, there's trouble brewing.
15:42Pound and founder to open Britain's only single-price online shop.
15:47Chris's worst fears have come true.
15:49The publicity has alerted the enemy.
15:52It won't be fair.
15:53When's he planning to go?
15:54The moment, the 5th of February.
15:56These Devon businesswomen are also setting up an online pound shop.
16:01And the news of Chris's opening has given them a new deadline.
16:09That's huge, isn't it?
16:12These working mums think getting online before Chris will give them a marketing edge.
16:18First woman leading a business like this.
16:21First out into the marketplace.
16:24It's just got a nice kudos about it, hasn't it?
16:28So many Mr. Pounds, we need some Mrs. Pounds.
16:31Mrs. Pounds.
16:32Yeah.
16:35But beating the boys won't be easy.
16:38To make sure that the warehouse is going to operate as it should.
16:43MD Donna already runs another online store, but she's never run a pound shop.
16:49We've got more product coming in today.
16:50Thought it'd be a good idea for Molly and George to get used to the picking and packing process.
16:55Do you want to have a quick look around some of the pound lines as well?
16:59We've hopefully organised it as best we can.
17:03Warehouse manager Adam has to bring his new team up to speed.
17:07So I'm just showing them ropes at the moment, just so they know where everything is.
17:17So it's just some things aren't clearly labelled, so it's just sort of trying to guess.
17:23It says Jumbo, but we've got Mega Jumbo.
17:27I'm pretty sure this is the Mega Jumbo.
17:29There's nothing else that's there.
17:31There's Jumbo, and it's a pound.
17:32Yeah.
17:33There probably is these, but it's just best to confirm in the office just to make sure.
17:36Is that the Mega Jumbo?
17:40There is an awful lot to put in place.
17:43It is just a case of having a quick look.
17:45I know where it is, but I'd have to go through the boxes a little bit.
17:48Making sure, you know, the systems are in place there, which we're sort of implementing at the moment.
17:53Sparkling green scenes.
17:56Can we turn off the office?
17:57Yeah, it's probably the best thing.
17:59There are a lot of things that can go wrong.
18:00I've missed in my mind. I'm not sure where they've gone at the moment.
18:03Could they be mixed with kids stuff?
18:05It could be around the other side.
18:06Watch this space, basically.
18:11Chris's ambition to be the first online may be under threat, but there's one place he's definitely breaking new ground.
18:19Mal, you're on that tilt.
18:20Corrine, can you stand up front, please?
18:23Not yet. When are we open?
18:24He's about to open the first pound shop in affluent Harrogate.
18:28Kirstie, you're on that tilt.
18:30Where is Kirstie?
18:31When are we open?
18:32Go around there and just go and get your sister to go and have to go.
18:36But some people aren't happy there's a pound shop coming here, so Chris is pulling out all the stops to
18:42win the town over.
18:43Good luck.
18:44You can't get wrong, can you?
18:45They ought not.
18:46He's even got the poshest person in Harrogate waiting to open the store.
18:52Yeah, yeah.
18:55And he isn't just relying on the mayor.
18:58Is that another one?
19:00Yeah, that's it.
19:02Are there any more?
19:03Are we having a five as worth that?
19:28We're just down to earth everyday people and we need a pound shop.
19:31There'll be a lot of people that are really pleased.
19:33I do work in Asda, so they won't be very happy, will they?
19:37With the store doing a brisk trade, the mascots hit the town.
19:44Soon there's a one pound frenzy.
19:47The queues are just queuing all the four aisles.
19:50I've never seen an opening day like it.
19:52I mean, people said, I think it's too posh for a pound roll.
19:56I bet we've got some millionaires in there.
20:00But just when it couldn't be going any better.
20:07Sorry?
20:08It's in five minutes, they're not taking count.
20:11All the cab machines are down.
20:12Right, thank you for that.
20:14Do we know about that?
20:15My fast practice.
20:16Sorting it out now?
20:17My fast practice was refused.
20:19Sorry about that.
20:20Kick his ass to tell him to make it a priority.
20:22We need an engineer, we need one here.
20:26We're just trying to correct it now as fast as we can.
20:29They're on the phone now.
20:31Hopefully people don't get the wrong impression.
20:36The problem is fixed,
20:38but it's soon clear there aren't enough tills to cope with demand.
20:42I think we've been in there about 20 minutes queuing.
20:45Others lose patience.
20:51There's easy £100 there that's obviously lost sales.
20:56They're the ones that you can see.
20:57You don't know how many people have walked in
20:59and then walked straight back out.
21:02Are you from the firm?
21:04Yes.
21:05It's hell on at your store.
21:06Yeah.
21:06And people are saying, I'm not coming back.
21:08And I'm saying, it's the first day.
21:10Yeah, that's right.
21:10It's the first day.
21:11But...
21:11Yeah.
21:12We've only got four tills.
21:14That's the problem.
21:14I'll do without you.
21:15Yeah, yeah, yeah.
21:19Despite the problems,
21:21people spend so much money
21:23that Harrogate is one of Chris's most successful openings ever.
21:27You know, from our point,
21:27we've had an absolute fantastic response.
21:29So overnight, there'll be two more tills per in.
21:34It's 24 hours before Chris's launch into cyberspace.
21:39And the ladies in Devon look set to beat him.
21:42It's terrible rain and wind outside,
21:44but for online shopping, that's a good thing
21:47because obviously you don't want to go out to your high street.
21:50But there are already problems emerging.
21:53The website at 9 o'clock this morning wasn't up at all.
21:57There was an error message.
21:58The web company are aware.
22:00They're confident that everything will be fine for 11.
22:01So put our faith in them.
22:04We'll see, though.
22:05See what happens.
22:08It is a bit nerve-wracking.
22:10You know, it's no telling really what's going to happen,
22:12but we hope it's going to be busy.
22:21Are we good to go?
22:25Right.
22:26All live.
22:31Anyone looking for hereforpound.com now
22:34can get onto the site.
22:36You know, we're online and we're open for business.
22:39They think they're the first online pound shop,
22:42but when will they get their first paying customer?
22:48Hopefully it would be great to have a few today
22:49so that we can just get on with the process.
22:53An hour later,
22:55and the virtual shelves are still full.
22:58No orders yet, no.
23:03It's quite slow starting.
23:04A bit nervous, the most of you.
23:07If we get a few, you know, five or six,
23:11you know, just so we can get sort of moving.
23:18Come on, folks, 30 minutes left.
23:21In Shropshire,
23:22Chris is also about to step into the unknown.
23:26Needs more than this to make me totally excited,
23:28but I'm reasonably excited.
23:32A virtual queue is already forming.
23:35300 people a second are trying to get onto the site.
23:39OK.
23:40338 per second.
23:42I didn't know Steve had that many relatives.
23:45Hold on.
23:46350 million.
23:49Let's sort the Oprah and Audrey in, then.
23:51We're laughing.
23:51Ooh, 370.
23:53Up and up and up.
23:54Right.
23:55Looking forward to this.
24:01Is it two o'clock now, then?
24:03It must be.
24:04Switching on now.
24:05There's a few problems with emails, but we've sorted.
24:07OK.
24:08Ready to go, then?
24:11It's like less of a blast off.
24:20Is anybody going to give it a countdown?
24:26It's not working.
24:27It's not working.
24:28Staying calm.
24:29Staying calm.
24:29The guys are on it.
24:30The guys are on it.
24:32They're in control.
24:33It'll be fresh.
24:34Unfortunately for Chris, that's not the case.
24:38Too many people are trying to get onto the site.
24:44There's a lot of customers on there at the moment.
24:46They keep pressing refresh.
24:49Like a pan watcher.
24:51About 6,000 people all trying to get in at the same time.
24:53That's why it's having the difficulty to open it.
24:56To Chris, that's 6,000 paying customers.
25:02It's all tense, eh?
25:17The fear is today it's everybody trying to get on.
25:19Tomorrow there's nobody.
25:20Can you give us a second because we've got a real problem?
25:22Yeah.
25:24OK, well, go back there.
25:25I'm here.
25:30Worst case scenario, we are looking at four or five days
25:32to get a new saver up and ring.
25:33They can handle the traffic.
25:40I thought it was going to be a disaster
25:42if we were half an hour, an hour late.
25:44You know, one or two days late.
25:47What happens then?
25:49There's nothing to do but go home and wait.
25:52Was it hard what you've done?
25:54Did you really need to keep the clothes off?
25:55See you later.
25:56Bye.
25:57Bye, bye, bye.
26:04Panshop.com hasn't launched today.
26:06Excellent.
26:07No, we're definitely...
26:08Yeah, we're the first.
26:08That's really good news for us.
26:10And the good news doesn't stop there.
26:13Adam, you've got your first pound orders there.
26:16So I've had the first order, which is great.
26:20OK.
26:20Yep.
26:20Someone has spent £30.
26:23That's 30 items for the team to pick,
26:26from bleach to a mega jumbo roll.
26:29So that should be, I believe, around here.
26:33Good shop, you guys.
26:35OK.
26:37Espresso Necco, London Evening Standard.
26:41The press picking up on the story brings in more customers.
26:49The first 24 hours, there's over 1,000 items been purchased.
26:54It's a great start for the business,
26:56so I couldn't really ask for much more.
26:59Should have more later for you, I think.
27:00So far, so good.
27:07It's the morning after the failed launch,
27:09and Chris's search for new marketplaces
27:12has made him think about the past.
27:15On the market, it seemed complicated.
27:17When I think back, it was so simple.
27:19You bought it, you sold it.
27:21Weather was your only enemy.
27:23So sometimes, yeah, when I think about it,
27:25I do wish I was back on the market.
27:28But not today.
27:30Not when it's raining and blowing.
27:32The website is now up and running.
27:35But since they and the Devon ladies launched,
27:38other sites have come forward,
27:40claiming to be first.
27:42Mark and Chris are putting on a brave face.
27:45We're certainly the first online out of the retailers.
27:49So can we still say we're the first then?
27:51I would say so, yeah.
27:52Yeah, I'll go with that.
27:56Whilst they aren't the first pound shop online,
27:59they seem to be in high demand.
28:01They say 12,000 items were sold in the first 24 hours.
28:07The pound shop wars aren't over.
28:10In a small corner of cyberspace,
28:12they've only just begun.
28:16Gun shielding, ship pads on.
28:18Into battle.
28:21But at least Chris will always have his mum Alice by his side.
28:25And I know just how he likes his coffee.
28:34Searching for your dream destination?
28:36Brand new.
28:37The Holiday Hit Squad returns next Thursday at 8.
28:40Still rocking the boat,
28:41it's time running out for Inspector George Gently.
28:44That's next.
28:45And in a new series,
28:47meet the junior paramedics thrown in at the deep end.
28:49That's over on BBC Three in half an hour.
28:55The Holiday Hit Squad.