BARGAIN retailer 99p Stores is opening an up-market branch of its shop in Congleton – because the people living there are more affluent and wealthy.

The cut price chain has 139 existing stores, including one in Newcastle town centre, where everything is sold for 99p.

But its store in Congleton, which is set to open on Wednesday, will be the 13th of its Family Bargains brand in the UK, which are targeted at more wealthy areas.

The shop will have more departments than its Newcastle counterpart and will stock lifestyle items such fashion, cosmetics, decorative items and designer furniture.

It will not be constrained by the 99p price tag, although bosses say most products will be under £10.

99p Stores group commercial director Hussein Lalani said the opening of a Family Bargains store in Congleton was part of the company's business plan to target "wealthy areas".

He said: "When we first started expanding a few years ago the Mercs used to be hidden blocks away and the wealthy came in pretty much heads down.

"Now it's heads held very much high.

"We are the talk of the weekend dinner party set and happy to be so.

"Our clients tell us they are proud to brag about the wonderful bargains they get.

"They also tell us they no longer prepared to pay two or three times the price of our branded essentials like washing-up liquid, toothpaste and jars of coffee that the mainstream supermarkets charge and have charged for as long as anyone can remember."

The value retailer plans further expansion in "wealthy" areas in Cheshire after carrying out its own research and says it picked Congleton ahead of several potential locations in the north west.

It also described its Congleton shop as its "most wealthy" location for a new store so far.

Mr Lalani added: "What we have learnt from our 99p Stores shoppers in the UK in general and in Staffordshire in particular is their seemingly un-quenching thirst for value. Our Family Bargains branches have many new departments with much higher ticket bargain items like dining room tables and chairs for under £100 and beds for even less.

"The stigma among the middle and professional classes of shopping in bargain brand stores has been wiped out by this current recession."

The new Family Bargains will open at the former Focus DIY store at Congleton Retail Park, pictured below.

It will sell products from beds, dining room tables, microwaves, irons and other household essentials to smaller everyday items such as coffee and toothpaste.

It will also sells gifts, food, drink, clothing, bedding and toiletries.

The company are working with Jobcentre Plus to fill around 35 vacancies, which range from customer assistants to shelf stackers

Shoppers in Congleton today welcomed the store to the town.

Carol Evans, aged 34, who lives on Longdown Road, Congleton, said: "It's always good for shoppers to have more choice.

"I wouldn't say Congleton is a particularly posh town, but they obviously seem to think it is."

Paul Redfearn, aged 44, who lives on Canal Road, said: "I'm sure there will be some who turn their nose up at the shop.

"It's always good to save money and better than an empty shop."