Dozens of customers queued eagerly outside the latest addition to Corby’s Willow Place as Pep & Co opened its doors.
The clothing chain – which is setting itself up as a rival to Primark – is opening its first 50 branches this summer and Corby’s is the fourth in the country.
The first branch opened in Kettering’s Newlands Shopping Centre last month.
A long queue formed outside the new shop, which sells women and children’s clothes, shortly before Monday morning’s opening and a petting zoo was also set up in Willow Place.
The shop was officially opened by the deputy mayor of Corby, Julie Riley.
She was assisted by Corby woman Donna Round, who entered a competition to be the person to open the store.
Pep & Co’s managing director Adrian Mountford was also at the opening.
Pep & Co spokesman Nick Agarwal said the new branch had created about a dozen jobs.
He said: “We’re very pleased to be opening a store here in Corby.
“We’ve chosen the locations of our shops carefully and we are excited to be opening them this summer.”
Prices will start at £1 and the majority of items will be sold for less than £10.
Stock will be changed on a regular basis, with new ranges brought in every eight weeks.
The first 50 people in the queue at the opening were presented with a golden envelope which contained anything from a £50 gift card, to a nail file or a bag of sweets.