The article quoted commentators who said our presence will make Princes Street “discount and touristy” and “downmarket”, at a time when other retailers are moving their stores to the new St James Centre opening next year.

This is not the first time we have had to defend ourselves against snobbery and people using the Poundland name pejoratively. Last year, we responded to a teacher who described the equivalent of a C grade at GCSE as a “Poundland pass” in an article for the Times Educational Supplement. We won an apology from Thameslink after it used our name in response to a complaint about poor service. Just last week, the Daily Mirror ran a headline calling Boris Johnson a “Poundland prime minister”.

It seems not to matter that we’re committed to high streets across the UK.