The latest new discount retail store to open in Lynn is the start of a major expansion into Norfolk, bosses say.
Dozens of jobs have been created at the new Home Bargains branch on the St Nicholas Retail Park, which was formally opened by borough mayor Barry Ayres on Saturday morning.
The chain, which has around 300 stores nationwide, is the newest player in the town’s discount shop market competing with firms such as Poundland and Discount UK.
But area manager Mike McDonald believes shoppers will be attracted by their pledge to sell goods from leading manufacturers at heavily discounted prices.
He said: “A lot of them are branded products. We just sell them a lot cheaper than anywhere else.”
The Lynn store, which was previously occupied by Netto and Asda, is the company’s first in Norfolk.
Prior to Saturday’s opening, their nearest branches were in Bury St Edmunds and Boston.
And Mr McDonald insisted: “It’s the first of many.”
More than 30 staff have already been recruited, with others set to join the team over the coming weeks, and around £500,000 has been spent on refurbishing the building.
Only a small handful of shoppers came through the doors during the first hour or so of trading on Saturday.
But Mr McDonald said they relied on happy customers to spread their message, rather than advertising.
He said: “We do it through word of mouth and hope for the best.”