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Along the south coast, Poundworld's rivals outnumber the chain by 70 shops to zero. It's something boss Chris is desperate to rectify. In Yorkshire, Chris's office has turned into a war room, as plans are afoot for a full-scale invasion.

Chris wants to muscle in on his competitors' heartland by opening ten new shops around the south coast. The tip of his southern empire is currently in Crawley. With pride at stake, Chris flies in from his Yorkshire base, straight to the battleground to launch a one-man charm offensive. Once again, the 'too posh for a pound shop' debate explodes, as Chris tries to move into an empty unit in the very upmarket town of Sevenoaks, and locals stage a full-scale revolt. Chris believes no town in the country is too posh for Poundworld, but sadly the landlord in Sevenoaks decides to lease the property to Nando's instead.

In Brighton, local bargain hunters can already choose between two 99p Stores and three Poundlands. Chris and Mark have come to see what they are up against. The site in Brighton should be Chris's first on the south coast, and it's being readied for their arrival. But again, the deal falls through, and Chris is left with just his new Southampton store.

99p Stores and Poundland already have seven shops in Southampton, and there are signs that shoppers are suffering from pound shop fatigue. Will Chris be able to convince customers to give his brand a chance?

Area manager Charlie will be looking after Chris's most southerly outposts. He's been handpicked to lead the south coast charge because he's even more of a perfectionist than Chris. But Charlie will have his work cut out. Down south, Poundworld faces something of an identity crisis because shoppers just don't know the brand.

Keep your friends close... and your competitors even closer. Always with an eye to the main chance, Chris launches a wholesale business to supply other discount shops and traders. Sales hit 拢7 million annually. Many clients are competitors on the high street. Zaffer, who appeared in the first series of Pound Shop Wars, runs two independent pound shops in Peterborough and decides to become a customer of Poundworld's wholesale products. It's not just pound shops which want to buy Chris's products wholesale. SWAG salesman Jack starts to flog his items, including a budget selfie stick, to bingo halls and market stalls.