 Established in 1981 by Paul Appell and Stephen Fearnley, Poundstretcher had grown to a business consisting of 338 stores by 2004.Roughly half of the stores were converted to the ...instore format by the end of 2002, and the Poundstretcher business began to marketed jointly with ...instore outlets, sharing the same offers and slogan.By 2009, the company had deemed the rebranding exercise a failure, and ...instore shops were expected to revert to the Poundstretcher fascia.