Burcu Kerpicci has been appointed as the new COO at Poundstretcher, according to The Grocer.
Burcu Kerpicci previously worked for Tesco for 13 years in a variety of roles, such as director of supply chain, director of operations support office and human resources manager for retail operations. Most recently she worked as a coach for training company Adler in Istanbul, between 2017 and 2019.
Her appointment follows on from the departure of Somnath Saha in September. Saha was in his role for a year, overseeing the purchase of the 'Bargain Buys' banner. He also outlined plans to double the retailer's estate to 800 stores in the UK by 2020.
Looking to the future
Kerpicci will be focused on developing the reputation of Poundstretcher. The retailer wants to be seen as both a big-shed value retailer and convenient high street discounter. Through the rebranding of stores to Bargain Buys, Poundstretcher hopes shoppers will view stores not as a single-price retailer, but multi-price discounter.
These changes should position Poundstretecher for stronger growth in the years ahead, following a disappointing 2017/18 when sales fell by 2.5%.
With fierce competition in the variety discount channel coming from strong performers B&M and Home Bargains, Poundstretcher will need to find ways to differentiate itself to stand out.
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