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Wednesday 19th February 2020

Poundland denies Gemma Collins has 'signed £1.1 million deal to be the face of the brand'

Newspaper claimed TOWIE star had signed up to front homeware range

Reality TV star Gemma Collins suffered a knock-back from Poundland earlier today following a tabloid report claiming she had signed up to be 'the face' for a range of the budget store’s homeware.

According to The Sun, TOWIE star Gemma had put pen to paper on an "eye-watering" £1.1million deal to "add a touch of sparkle" while fronting the likes of cleaning products stocked in Poundland’s shopping aisles. 

It was also reported the 38-year-old reality diva had been a canny operator during negotiations with Poundland, striking a "hard bargain" after being approached earlier this year.

Poundland denied the tabloid's story (Credit:

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However, it seems The Sun’s claims are very much news to Poundland, who have categorically denied on Twitter that the Essex TV personality is working with them - even though they might like to link up.

Directing their message at the newspaper’s Twitter account, Poundland had tweeted: "While we love @missgemcollins and have explored ways to team up, there is no deal and Poundland don't do million pound deals with celebs. #bemused #bizzare."

There is no deal and Poundland don't do million pound deals with celebs.

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ED! has contacted Poundland and a representative for Gemma for comment.

Before the 'snub' denial, The Sun had quoted an unnamed source as telling them that Poundland had wanted to elevate their brand with The GC at the fore.

"It’s one of the biggest endorsement deals ever signed by the chain but they know everything The GC touches turns to gold. They think it will pay dividends in the long run," the insider is reported to have said.

"Gemma will be fronting a range of cleaning products and soft furnishings, all of which have been endorsed by her.

"Poundland want to lift their status on the high street and by getting Gemma involved, they think they can add a touch of sparkle to their products. And her involvement will encourage her younger fan base into the store."

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