Home Bargains is picking two million cases weekly from its new automated warehouse. The discount retailer now operates over 600 stores across Britain. Shoppers are discovering branded products at prices that undercut rivals by up to 78p per basket. Can this Liverpool-born chain really become the UK’s ultimate bargain destination?
Home Bargains has reached a major milestone at its state-of-the-art Omega distribution centre in St Helens, Merseyside, now servicing 200 UK stores. The facility processes over 25,000 pallets weekly and handles more than 1,000 store deliveries. This £400 million investment represents a cornerstone in the retailer’s ambitious expansion strategy to grow from 600 stores to between 800 and 1,000 locations nationwide. The company plans to open a second automated distribution centre in Doncaster by summer 2028, adding capacity for 300 additional stores. With turnover climbing 11.7% to £4.21 billion and pre-tax profits surging 35% to £454.8 million, home bargains continues to outperform struggling rivals in the variety discount sector.
Historic Significance
The home bargains success story began in 1976 when 21-year-old Tom Morris opened his first store called “Home and Bargain” in Old Swan, Liverpool, using only a bank overdraft. Morris, the son of a Scotland Road shopkeeper, transformed a single retail outlet into Britain’s largest privately-owned retailer. The company rebranded to Home Bargains in 1995, introducing the iconic blue and red logo that remains today.
This family-run business has defied the odds in an increasingly competitive market. Whilst rivals Poundland struggles with declining same-store sales and B&M issues profit warnings, home bargains consistently delivers positive like-for-like growth. The retailer’s founding principle of “Top Brands, Bottom Prices” has remained unchanged for nearly five decades. Tom Morris, who still owns 89% of the business alongside his brother Joe, paid himself over £1 billion in 2024 as the chain’s sales topped £4.2 billion.
From Single Shop to Retail Empire
Tom Morris’s entrepreneurial journey reflects extraordinary determination and retail acumen. Starting with annual growth rates of 20-25% from 1977, Morris opened the company’s first warehouse in Prescot in 1979. The business moved to the Rocket Warehouse in 1983, then to Fallows Way in 1994 as operations expanded.
The retailer gained approval in 2008 to construct new headquarters in Merseyside, creating 700 jobs at the Axis business park in Croxteth with a ten-storey distribution centre. A £70 million distribution centre began construction in Wiltshire in 2013, duplicating the 700,000 square foot Liverpool facility. By 2023, home bargains celebrated its 600th store opening, cementing its position as a retail powerhouse.
The company now employs over 30,000 staff, making it the largest single employer in the Merseyside region. Morris’s hands-on leadership style and consistent buying principles have created remarkable continuity, differentiating home bargains from competitors that face disruption from distant parent companies. His vision includes growing the chain to 1,200 stores employing over 40,000 people.
Family Values Drive Business Success
Tom Morris comes from a close-knit family deeply rooted in Liverpool’s retail heritage. The Morris family has been involved in retailing for three generations, with retail genuinely “in his blood”. Morris operates the company alongside his brother Joe, who serves as operations director and smaller shareholder. Three other brothers also work for the company, maintaining the family business ethos.
This family-first approach extends to the workforce. When the company’s payroll provider suddenly withdrew, impacting 30,000 employees, Morris prioritised the payroll transformation above all other major projects. “It shows just how critical payroll is to our business and how much we value getting it right for our employees,” said Tom Morris, senior technology innovation manager.
Did You Know? Home Bargains reduced onboarding time from 23 hours per week to just 30 minutes through new technology.
Why Home Bargains Dominates Discount Retail
Industry experts credit home bargains success to several strategic advantages. Operations director Paul Rowland confirms the chain continues delivering positive like-for-likes whilst competitors struggle. “Tom Morris is a great buyer who has recruited great buyers – including director Daniel Sowden – and he teaches people to be great buyers,” Rowland explained.
The retailer’s product mix differs significantly from rivals. Whilst B&M focuses heavily on imported general merchandise, home bargains dedicates substantial space to fresh food, occupying two aisles with chest freezers and bakery sections. The company introduced in-store bakeries in 64 locations in March 2024, offering competitively priced baguettes, pastries, muffins and doughnuts.
Price comparison testing by The Sun found home bargains offered the best value for basics, consistently cheaper than Poundland except for Dairy Milk chocolate bars and tea. Shopping at home bargains saved customers 78p per basket compared to Poundland. The retailer won on toilet roll (£1.65), toothpaste (89p), bleach (55p), washing-up liquid (99p) and shower gel (99p).
Did You Know? Home Bargains operates cafés in flagship stores, offering services not available at Poundland or B&M.
Global Data lead retail analyst Nick Gladding notes discount retailers are “scaling up their grocery offer to take advantage of food’s role as a footfall driver”. IGD global insight leader Bryan Roberts confirms shoppers have realised variety discounters like home bargains have “become a credible destination for groceries”.
Creating Jobs and Supporting Local Economies
Home bargains expansion creates significant employment opportunities across Britain. The retailer opened a £5 million store in Dingwall, Highland, creating 55 jobs in October 2024. Two new Leeds stores generated over 50 positions each. National expansion plans for a North Staffordshire store will create up to 100 jobs with £3 million investment.
The automated Omega distribution centre employs 1,000 colleagues in skilled system and engineering roles. Located off Junction 8 of the M62, the facility is accessible via dedicated footway and cycleway links to St Helens, Warrington and the wider business park. This infrastructure investment supports work-life balance through favourable shift patterns.
“The proposals are significant in terms of the benefits that will be derived should permission be granted. These include the improvement of a prominent retail location, securing the long-term occupation of existing vacant floorspace and the creation of up to 100 jobs.” – Home Bargains planning application
The retailer’s community presence extends beyond employment. Staff regularly receive praise for exceptional customer service, with shoppers highlighting helpful colleagues who assist with heavy items and provide personalised attention. Store reviews frequently mention employees going “above and beyond” to help customers.
“The staff in the airdrie branch have no manners” versus “Carlisle Store staff are amazing all going above and beyond” demonstrates varied customer experiences across the 600+ locations.
Automation and Expansion Drive Growth
Home bargains aggressive expansion strategy positions the company for continued dominance. The Omega distribution centre will ramp up operations in January 2026, serving 312 stores by month’s end. Over 60% of cases picked utilise fully automated systems, with logistics capacity projected to grow over 57%.
The Doncaster distribution centre, scheduled to open summer 2028, will mirror St Helens’ automated systems and provide capacity for 300+ additional stores. This £400 million combined investment in automation addresses recruitment challenges whilst improving efficiency.
Neil Kelson, head of logistics, stated: “The Omega distribution centre is a cornerstone of our strategy to deliver greater efficiency, resilience, and scalability in our supply chain”.
The retailer recently partnered with Retail Insight to modernise markdown processes across 600 stores. The automated system replaced manual handwritten price labels, improving recovery by 4.98% and increasing volume sell-through by 1.7%. Paul Rowland confirmed: “We’re selling more, wasting less and delivering real results across the chain”.
FAQ
How many Home Bargains stores are there in the UK?
Home Bargains operates over 600 stores across the United Kingdom, Scotland and Northern Ireland as of 2024. The retailer plans to expand to between 800 and 1,000 locations nationwide.
Who owns Home Bargains?
Tom Morris founded home bargains in 1976 and owns 89% of the company through parent firm TJ Morris. His brother Joe Morris is a smaller shareholder and operations director.
Is Home Bargains cheaper than Poundland?
Yes, price comparison testing found home bargains consistently cheaper than Poundland, saving shoppers 78p per basket on essential items. Home Bargains won on most products except chocolate bars and tea.
Does Home Bargains sell fresh food?
Yes, home bargains dedicates significant space to chilled, frozen and fresh products. The retailer has introduced in-store bakeries at 64 locations offering fresh baguettes, pastries and doughnuts.
When was Home Bargains founded?
Tom Morris founded in 1976 when he was 21 years old, opening the first store in Old Swan, Liverpool. The business was originally named “Home and Bargain”.
What are Home Bargains opening hours?
Most home bargains stores open between 8:00-8:30 AM and close at 6:00-8:00 PM, with hours varying by location. Contact your local store for specific opening times.
Does Home Bargains have an online shop?
Yes, Home Bargains operates a transactional website offering home delivery. This grants the retailer a significant advantage over rival B&M, which lacks online shopping capabilities.
How much is Home Bargains worth?
Tom Morris is worth $5 billion according to Forbes in December 2024. The company achieved turnover of £4.21 billion with pre-tax profits of £454.8 million in 2024.
What makes Home Bargains different from B&M?
Home bargains offers more fresh food including bakeries and chilled sections, whilst B&M focuses on imported general merchandise. Home Bargains consistently delivers positive like-for-like growth whilst B&M struggles.
Where is the Home Bargains head office?
Home Bargains head office is located at the Axis Distribution Centre in Liverpool, Merseyside. The company opened a new automated distribution centre at Omega Business Park, St Helens in 2025.
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