Pep & Co has unveiled the store locations for its next phase of aggressive expansion, following its 50 stores in 50 days launch.

The discount fashion retailer, which focuses on secondary high streets, will look to open in Coulby Newham, Edmonton, Rugby, North Point shopping centre in Hull, Port Talbot and Northfield in Birmingham.

It may also open in Cardiff and Doncaster during that phase.

Pep & Co, led by former Asda boss Andy Bond, launched 50 stores in just over 50 days between June and September 2015 and also has four concessions within sister retailer Guess How Much?.

The retailer’s latest store opening in Pontypridd earlier this month represented the first opening of its second phase of expansion.

Pep & Co is backed by Pepkor, the investment vehicle of South African billionaire Christo Wiese – who also owns 90% of New Look, having acquired it through his investment firm, Brait, last year.

According to Pep & Co the pace of change since opening its 50th store in Dartford has been “unrelenting”. It served its millionth customer less than 100 days after that store opened.

Over the past six months it has significantly revamped its ranges, replacing homewares with menswear and expanding kids and women’s ranges.