1999–2010[]
The first 99p Store opened in Holloway, London, in May 1999. The brand proved popular during the 2000s, and by 2012 more than 200 branches were open across the UK. Although later replaced, this logo remained on most stores until their conversion in 2015-16.
2010-2014[]
around 2010, 99p Stores removed some outlines on the logo, made the font bold and made the yellow more vibrant.
2014–2016[]
Poundland purchased the 99p Stores in 2015, and from later that year through to 2016, the brand was phased out.