Discount chain Poundland plans to open 50 new stores next year and is considering online trading in an expansion fuelled by the recession, it says.

The bargain retailer says increasing numbers of middle class customers have led to its growth from 263 stores in April to 320 by Christmas (see the Christmas MoneySaving guide).

Chief executive Jim McCarthy says the chain plans to open 50 more stores across the UK in the next financial year and is in discussions about selling homeware, fancy dress and party items over the internet within two years (see the High Street Haggling and Cheap Online Shopping guides).

Poundland, which began trading in 1990 and has never advertised, reported an operating profit of £21.5 million for the 12 months to March, up 81.5% on the previous year, and a sales increase of 29% to £509.8 million.

Top selling items among its 3,000 products that mostly cost £1 include Kodak batteries, 1.5kg packs of sugar, Maltesers, 2 litre bottles of milk, reading glasses, an emergency tent and Christmas lights.

McCarthy says: "We have two types of customers, those who need to save money and increasing numbers of middle class customers who are choosing to save money to preserve their lifestyle.

"More middle class customers are trying us out because attitudes have changed and there is no shame in saving money any more. They make a virtue of spending wisely."

Why so cheap?

Poundland's model is based around buying goods that do not sell in traditional stores or are cast away but that does not mean they are inferior products. Often they are well-known brands' old range.

Sometimes, Poundland-labelled items are high street brands that have been re-packaged.

The chain has taken over 60 former Woolworths sites since January 2009.

McCarthy says the chain does not expect an economic recovery to hinder growth, and has plans to expand overseas once it has reached its target of 800 stores in the UK.

He adds: "When the economy picks up we expect some of this new shopping behaviour to prove stickier than in the last recession. People are now proud to be savvy and save money.

"We are a good business in a recession but we perform very well in good times as well."

Further reading/Key links

Cut costs: Christmas MoneySaving, High Street Haggling, Cheap Online Shopping