In this entertaining four-part series, the Pound Shop Wars kick off with Poundworld's biggest rival, Poundland, reducing all their prices by 3p in East Ham. CEO Chris Edwards retaliates by launching what he thinks is a brand new bargain - the £1 bra. The Burnley store's assistant manager, Ian Gilbert - aka 'The Grafter with Laughter' - hopes it's going to be a 'breast seller!'. But will a £1 bra really attract more shoppers in? Every day, Chris's 86-year-old mum Alice clocks in. She is the self-appointed 'Fat Controller', whose job is to keep her son on a healthy diet. Alice and Chris's family has a Traveller background; when the fairground comes to town, they meet up with relatives and friends. Chris wants to open more shops, and believes he needs to raise money by cutting back on staff. Regional manager Craig believes this is damaging customer service. Chris sends his cost-cutting expert Ian Hamilton back to the shop floor to check. Will this strategy really affect customer service?