Poundland have officially denied the rumours

Rumours that Gemma Collins signed up to be the face of Poundland in a huge £1.1million deal have now been denied by the brand.

Responding to a story originally reported by The Sun, they wrote on Twitter, ‘Hey @TheSun … 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.’

The report suggested that the TOWIE star was hired to plug a range of cleaning products and soft furnishings, and had been chosen because “everything The GC touches turns to gold”.

A source told The Sun: “They think it will pay dividends in the long run.

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“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.”

But despite the deal not being true, the GC is certainly doing well. Gemma is already believed to be worth around £2.7 million, having previously brought out a Boohoo line, released a perfume and two books, already owns two clothing stores, and is bringing out a Christmas single this year.

MORE: Gemma Collins shows off her impressive weight loss in new Dubai holiday snaps as she moves on from Arg

On top of her business ventures, since shooting to fame on TOWIE in 2011, Gemma has appeared on pretty much every reality show under the sun, including Dancing On Ice, Celebrity Big Brother, Celebs Go Dating, and I’m A Celebrity.

Gemma has also recently filmed new scenes for TOWIE, despite previously vowing never to go back.

TOWIE posted a picture of Gemma driving a car on their Instagram, and added: “LOOK WHO’S BACK!!!”

Gemma then posted the same photo on her account, and confirmed the news with an excited caption.

She wrote: “THEY SEE ME ROLLING…❤️ filming for TOWIE tonight !

“They called her palace spoke to her peope… she drank her English breakfast from a fine china cup thought a while…… and then said ….. HELL YEAH #towieroyalty [sic]”.

View this post on Instagram

Such a lovely time in DUBAI with the girls 💗

A post shared by Gemma Collins (@gemmacollins1) on

It comes after Gemma showed off her three stone weight loss in a string of snaps of her and friends in Dubai.

Her weight loss didn’t go unnoticed by fans, who all took to her Instagram to comment saying she looked ‘amazing’.

UPDATE: This story was updated after Poundland denied the deal on social media.