About Choice

Choice 50 Years Anniversary

Choice Discount was founded by Cornelius Donovan BEM half a century ago in 1966, with the first store in Hadleigh, Essex opening. Since, then Choice Discount has grown to one of the largest family retailers in Essex.

From a small shop on the corner of Hadleigh, the business has thrived to become bigger and better with more than 23 stores across the South East of Essex. The aim behind Choice Discount when we first started was to give value and quality to the customer and that aim still remains today. A big part of the success of Choice is down to over 500 dedicated staff who work here, many of which have been here for countless years, indicating the loyalty within the family business.

Choice Discount is well-known for selling high street and designer labels at highly discounted prices, in women’s men’s & kids fashion, as well as gifts, luggage, homeware and furniture. With new arrivals daily of the latest season trends, we attract over 100,000 happy customers through our doors each week and sell over 5 million products per annum. Whatever our customer style we know you will find something of amazing quality, at a great price.

Choice’s product ranges include current season fashion and home styles at great prices, along with past season styles at even bigger savings. Throughout the year, we run special offers on many different product styles, applying further discounts on our products.

Without our continued support of our customers, we could have not achieve the success we have. Our work for charity and the local community has paraded alongside the growth of our business and over the years it has been our passion to organise as many events we can, with the aim of raising as much money for charities and worthwhile causes.

Choice aims to expand its stores even further with many more locations on the agenda, reaching out to new areas and introducing new customers to our high quality merchandise.

Click Store Locator to find your nearest Choice Discount store.