About us

Our history

Choice Discount Stores deliver an ever-changing selection of brands and designer products at significantly lower prices to those on the high street. With a huge range of products, we are a one-stop shop for well-known fashion and home labels all with up to 70% off the original retail price. Established in 1966, Choice is the original discount outlet. Having started from humble beginnings, opening our first store in Hadleigh, Essex and growing the portfolio to 21 store locations across London and the South East of England.

Our stores

We welcome over 100,000 customers through our doors each week. Our dedicated store teams aim to deliver great customer service, putting the customer at the heart of what we do.Giving back to the local communities around our stores is a key part of our business values. Each of our stores supports a charity chosen by the store team. Throughout the year, our stores run fundraising activities to raise as much money as we can for those charities.

Our Product

Our huge range of leading fashion labels includes women’s, men’s, boys’, girls’ and accessories, all with up to 70% off the original retail price. With new arrivals delivered into our stores on a daily basis, there’s always plenty of great brands to choose from. It’s not just clothing. With two dedicated home outlets and homeware in most of our 21 stores locations, you can turn your house in to a home with the latest and greatest homeware. We work with hundreds of suppliers worldwide to source quality product at great prices.