 In 2006, a new chief executive concluded that the re branding was not working and from 2007, new stores were opened as Poundstretcher stores.In January 2008, the company acquired 33 "Ponden Mill" stores under license from the administrators of the company, along with some rights to the Coloroll brand.The company continued to operate both ...instore and Poundstretcher brands, but as of 2009, has reverted its core estate to the Poundstretcher brand.