Its an overpriced and underpriced Poundland because it doesn't stick to the 'pound' mantra. The last time I went in Home Bargains amongst the items I bought were two at 89p, one is available at Poundland at £1, the other (Flora) I don't know but I would be surprised if it was cheaper. Yes, there is tat (Chinese and non-Chinese) but I walk straight past that. There are enough branded goods on sale. In any case one persons tat, is another persons treasure! And our local ones are busy.
(Before anyone writes that it says something about where I live, maybe but it also shows they have identified a market and are serving it.)