Single-price retailer Poundworld has acquired 15 former Peacocks stores in the south of England as it expands across the UK.

The deal gives Poundworld its first presence in central London, in locations including Shepherd’s Bush and Fulham.

A spokeswoman said: “Poundworld is increasing its presence in a territory currently shared predominantly by its main competitors, Poundland and 99p Stores.”

Initially the retailer, which operates 135 Poundworld stores and 31 multiprice Discount UK stores, planned to expand in London through its smaller format, 2,000 sq ft, Poundworld Express, stores. The former Peacocks shops allow it to show its full offer in stores sized between 3,000 sq ft and 8,000 sq ft.

Separately, Peacocks owner Edinburgh Woollen Mill is reopening 10 of the value fashion retailer’s stores this week, in addition to the 388 shops it acquired when it bought the business out of administration last month. Its target is to reopen an extra 60 Peacocks stores.