The store, Allders Beds, opened at Biggleswade in Bedfordshire and stocks beds and bedroom furniture.
Allders chief executive Andrew MacKenzie said: “Allders has always been famous for its home products and this marks our re-entry into this market outside our Croydon flagship store.”
Allders, owned by Jaeger chief Harold Tillman, will roll out more beds-only stores and a second site is under consideration in the North. “Initial trading in Biggleswade has been above expectations and we are contemplating further outlets,” MacKenzie added. He also said that he would consider adding further soft furnishing ranges.
Tillman bought the Allders name and Croydon store after the 45-store chain collapsed with debts of about£300 million under the leadership of Terry Green.
Allders in Croydon, the largest department store in the UK after Harrods and Selfridges, is a favourite with locals, but faces an uncertain future because its building is part of a Lend Lease and Minerva development.