Gifts and gadgets retailer The Discovery Store is open temporary stores over Christmas to maximise sales over the key trading period.
The 45-store-strong business, part of the Caudwell Group, will run 20
temporary outlets through November, December and January.
All the temporary shops will be open by the end of next week and are in locations from London to Scotland.
The Discovery Store head of marketing Jason Kemp said: 'This bold strategy will bring The Discovery Store and its products to a much wider audience.
Christmas is a key time for us as a business and we are confident that this initiative will be a success.'
The opening of temporary Christmas stores is a first for The Discovery Store, but other retailers, such as Clinton Cards, have adopted the tactic over the past couple of years.
Discovery Store was acquired by Caudwell Group in 2001.
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