Grainger Games will have doubled store numbers year on year by Christmas as it bucks the downbeat trend in the games market with a focus on value.

Grainger will have 46 stores trading by the end of the year compared with 25 at the same time last year. The retailer, which trades predominantly in the Northeast of England, has branched out to other locations in the North including Leeds, Stockport, Oldham and Liverpool.

Sales director Phil Moore said the undisclosed level of investment the retailer obtained seven months ago has enabled rapid expansion.

Moore said: “We’ve established ourselves as a highly recognised brand in the Northeast and know the business model is well liked, especially our price, range and customer service.”

In the 39 weeks to March 27, pre-tax profits increased to £1.06m, compared with £1.02m clocked up in the previous year. In the comparable 39-week period, sales increased 9% to £15.97m.

He said that Grainger Games was performing well - while rivals such as Game and HMV suffer declining sales - because of its focus on value. “We’ve created fantastic relationships with distributors and publishers, which allows us to buy well and pass savings onto customers,” said Moore. He declined to reveal current trading but said: “It has been a tough year but we’re currently outperforming the market.”

Moore said Grainger Games would revamp its transactional website and he was “definitely not” ruling out opening stores in the South in the long term. He added that there were “good deals to be had in a reasonably soft property market” and “at some point down the line” Grainger Games could have 100 stores.

Moore said the retailer’s chairman Jonathan Fellows was well practised in retail expansion, having helped grow Lloyds Pharmacy and Thorntons. He has also worked at Bonmarché and American Golf.