Home Bargains is a fast-growing discounter that specialises in selling branded general merchandise at low prices, with product categories including household goods, food, clothing and toys. Around 30% of the range comprises clearance lines. The retailer trades through 506 stores across the UK, with expansion in the south a current focus. The family-owned retailer has been in business for over 40 years, since its inception in Liverpool in 1976, and continues to be run by its founder, Tom Morris and his brother Joe. The retailer has run an operational ecommerce website since 2011, though it has been argued that Home Bargains’ fast-changing offer of low-priced items is not suited to online. The website continues to account for a low percentage of overall sales and is considered more of a promotional tool to drive customers into the rapidly growing store network. The website offers low-value items such as food and drinks in large volumes to boost minimum order values, with relatively high delivery costs. Unusually for a value retailer, Home Bargains offers a free click-and-collect service across its stores.