Williams, who turned down Morrisons to join the Steinhoff-owned retailer in November, revealed that up to 100 stores could eventually have the full Pep & Co offer.
The remainder of the Poundland estate will eventually sell an “edited” range of Pep & Co’s womenswear, menswear and kidswear offer, he added.
The launch has brought into focus Poundland’s pricing strategy, with some items now costing above £1.
But Williams said the pound is “still very much the heartbeat of our business”.
He added: “We are not falling out of love with the pound… it’s still 90% to 95% of our sales.”
Williams said he is “very pleased” he has joined Poundland but still had “absolute respect” for Morrisons.
On Tesco’s £3.7bn swoop for Booker, he said: “It’s poacher turned gamekeeper in a way.
“I understand the concerns of the independent retailers and there’s a long way for that to play out.”
Williams also later revealed to Retail Week that Poundland is scrapping the transactional element of its website after a trial failed to live up to expectations.
- For a gallery of the Pep & Co shop in shop, click here