Pep&Co is a British discount fashion retail chain, owned by the South African company Pepkor (a wholly owned subsidiary of Steinhoff International) and based in Watford, England. Pep&Co opened their first store in the Newlands Shopping Centre in Kettering, Northamptonshire in July 2015. The retailer opened their first 50 stores in 50 days, an average of a store a day, with aspirations to expand up to 900 outlets. In February 2020, Poundland has begun piloting a broader variety of children's clothes across 50 of its shop-in-shops at Pep&Co..