Poundland has reshuffled its top team, promoting trading director Barry Williams to managing director, as it ploughs ahead with European expansion, Retail Week can reveal.

The value retailer, which was acquired by South African conglomerate Steinhoff last year, has launched fledgling retail operations in the south of France.

It has opened five stores in the market under its Dealz fascia, as it seeks to grow its European business over the next 18 months.

The retailer has existing Dealz stores in Spain.

Changes at the top

As well as promoting Williams to managing director, Poundland’s finance director Roy Ellis has been given additional responsibilities as group services director.

Ellis will oversee the retailer’s HR, IT and finance departments.

Both will report to Pepkor chief operating officer Sean Cardinaal, whose remit has been expanded to oversee the Poundland business.

Retail Week understands that the reshuffle will free up chairman Andy Bond to focus on the firm’s big-picture strategy.

In newly created roles, Austin Cooke and Marcin Langowski have been appointed to head up the growth of Dealz in western Europe and central and eastern Europe respectively – demonstrative of the group’s determination to grow this part of its business.

Both will report into Cardinaal.