Poundland is set to welcome Britain's fastest-growing fashion brand inside one of its Southampton store.

PEP&CO has confirmed it will open its 66th store as a 'shop-in-shop' inside sister-company Poundland's Above Bar outlet.

The company says the opening will not be at the expense of Poundland’s existing offer and the new shop will be accommodated without reducing existing ranges.

PEP&CO’s managing director, Adrian Mountford, said: “By bringing PEP&CO to Poundland in Southampton, we’re giving people access to the brand much more rapidly than we could on our own."

A rapid rollout will see PEP&CO open 50 'shop-in-shops' in Poundlands across the UK in just 100 days, in a move which echoes its launch on Britain's high streets in the summer of 2015 when it opened 50 standalone stores in as many days.

From opening its first store in Burton-upon-Trent in 1990, Poundland, has built a network of almost 900 stores in the UK and the Republic of Ireland.

The firm has 180,000 staff and served seven million customers per year.

In September 2016, Poundland became part of the South African owned Steinhoff International group.