DISCOUNT fashion store saw a swarm of shoppers arrive for its first weekend trading in Essex.

PEP&CO opened its flagship concession inside of Poundland in Pier Avenue, Clacton, offering a full range of children, women and menswear from £1.

The Clacton store is the brand's first Essex 'shop-in-shop' and one of 35 to open across the country since February 2017.

Money-conscious shoppers in Colchester will also benefit with the town's first PEP&CO opening on May 26.

It will launch inside Poundland at St John's Walk.

Managing director of PEP&CO, Adrian Mountford, said: “We’ve already had a great welcome from customers in Clacton and really appreciate their support.

“It’s this support which has helped us become Britain’s fastest-growing family fashion brand, and we will continue to work hard to champion affordable family fashion in Essex.”

The Colchester concession will feature PEP&CO’s full range, without reducing Poundland’s existing ranges.

The retailer plans to open an additional 50 shop-in-shops over 42 days later this year.

By October, it aims to be available in about 170 locations.

These launches are one of the ways Poundland is being refreshed for its seven million customers each week.