The Black Country has an irresistible pull for Poundland, according to Craig Bales, property director for the UK's leading single price retailer.
Tangible proof of that statement is the additional 300,000 sq ft distribution centre now open at Bilston, Wolverhampton, as part of an expansion strategy which will see the company open 30 new stores a year for the next five years.
The aim is to increase its portfolio of stores to more than 500 and the £14 million-plus investment in its new distribution centre is a pivotal part of this.
"The company is growing at such a rate that we needed to increase our distribution capacity in order to ensure that all our stores are always fully supplied," says Mr Bales.
"The opening of the Springvale distribution centre is the culmination of two years' planning by our logistics team and will make sure that we can meet the demand for Christmas goods across the country.
"One option for us was to move our new centre to the M1 corridor, but as we know the area and the labour market very well, we were determined to stay in the Black Country and pleased to find a site close to our Willenhall HQ.
"Our distribution operation will continue to grow, and as it does it will provide additional job opportunities at all levels within the company, from warehouse operatives and drivers to middle managers."
About 320 workers have transferred to Springvale Avenue, Bilston, from the existing 240,000 sq ft distribution centre at the company's headquarters in Willenhall. This will handle bulk deliveries and act as a storage centre, feeding the Springvale Distribution Centre until next spring, when further growth will mean that it will start to distribute goods to Poundland's stores in the south-east.
Built by contractor Sisk for developer Astral Developments, the new centre features a new pallet stacking system and has 26 loading docks.
Poundland has also invested in new forklift and pallet wrapping machinery to speed up the distribution of goods.