What Home Bargains does

Home Bargains, operated by parent company TJ Morris Ltd, is a UK discount retailer founded in 1976 and headquartered in Liverpool. As of mid-2025 the company operates 632 retail outlets across the United Kingdom (up from 614 a year earlier) and has publicly targeted growing the estate to between 800 and 1,000 stores, supported by a planned Doncaster Distribution Centre. The company reports £4,541m in sales and £492m in operating profit for the year ended 30 June 2025, with a workforce of 10,000+.

The retail proposition centers on a broad assortment spanning health, beauty and fitness; toys and games; garden and outdoor; home and electrical; baby and kids; clothing; groceries; cleaning; and seasonal categories. The retailer differentiates through a "Starbuys" weekly promotional mechanic offering branded and professional-grade merchandise (e.g., Sebastian Professional, Kevin.Murphy, REN Clean Skincare, Hermes, Hugo Boss) at headline discounts typically ranging from 50% to 92% off RRP, supported by a growing e-commerce channel that offers online exclusives and free delivery on orders over £100. The company also operates proprietary sub-brands including Hinch Farm and Hinch Home.

Commercial operations are organized entirely within a single UK domestic market with a direct-to-consumer go-to-market motion spanning physical stores and an owned e-commerce platform. Distribution relies primarily on the proprietary high-street store network, with two notable third-party technology integrations surfaced in 2025: a managed connectivity and secure payment infrastructure partnership with Evolve Business Group. Revenue is generated almost exclusively through one-time retail sales transactions to budget-conscious UK consumers, with no subscription, licensing, or B2B commercial surface disclosed.

Name

Home Bargains

Legal name

TJ Morris Ltd

Website

https://homebargains.co.uk

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Home Bargains is a UK discount retailer operating 632 stores and an online storefront, selling health, beauty, toys, home, garden, groceries and seasonal goods at 50-92% off RRP to budget-conscious UK consumers.

Ownership category

akta.pro rank

Product category

Discount Variety Retail

NAICS

All Other Miscellaneous Retailers (459999)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Variety Stores (5331)

akta.pro primary industry

Extreme Value General Merchandise Discounters (CRAEAAAE)

akta.pro secondary industries

Off-Price Mixed General Merchandise (Home-Focused) Retail (CRAEACAJ), Off-Price Toys, Games & Family General Merchandise Retail (CRAEACAG), Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)

Keywords

• Discount retail
• Household goods
• Health and beauty
• Grocery retail
• Toy retail

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales: Home Bargains generates revenue through retail sales of discounted consumer goods across multiple categories including toys, home, garden, health, beauty, and groceries. The company operates over 600 physical stores across the UK and an online e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Home Bargains is a UK discount variety retailer operating over 600 physical stores and an online e-commerce platform under parent company TJ Morris Ltd. The company sells a broad assortment of consumer goods across categories including toys, home, garden, health, beauty, household, baby, clothing and groceries, offering branded and professional-grade products at significant discounts (typically 27%–92% off recommended retail price). Weekly "Starbuys" promotions and online-exclusive deals drive traffic, with free delivery offered on orders over £100.

Product overview

Home Bargains is a UK-based discount retailer operating under parent company TJ Morris Ltd, founded in 1976 and celebrating its 50th anniversary in 2026. The company operates over 600 physical retail stores across the UK with a growing online platform (home.bargains). The product portfolio encompasses multiple categories including: Toys & Games (action toys, arts/crafts, baby toys, vehicle toys, dolls, outdoor play); Health, Beauty & Fitness (skincare, haircare, toiletries, cosmetics, fitness products, health & wellbeing); Garden & Outdoor (gardening, outdoor furniture, garden decor, outdoor lighting, outdoor toys); Home & Electrical; Cleaning & Household; Baby & Kids; Clothing; Groceries; and seasonal categories like Summer Essentials. The retailer differentiates through its Starbuys weekly promotional section featuring deep discounts (up to 90%) on premium branded products including professional haircare (Sebastian Professional, Schwarzkopf, Kevin.Murphy, Revlon, American Crew), luxury skincare (REN Clean Skincare, Dr Lipp, Olay, Dove), cosmetics (BareMinerals, Revolution), fragrances (Hugo Boss, Calvin Klein, Hermes, Sol De Janeiro), baby products (Graco, Tommee Tippee), cookware (Pyrex, Prestige), toys (Star Wars, Teamsterz), and personal care devices (Remington, Oral-B, Gillette). The business model combines physical retail stores with an online platform featuring online-exclusive products, offering free delivery on orders over £100.

Differentiator

Problem solved

Functional benefit

Brands

• Starbuys: Weekly deals and special offers section featuring discounted products across various categories
• Hinch Farm
• Hinch Home

Products and services

• Toys & Games Wide range of discounted toys including action toys, arts & crafts, musical instruments, baby & pre-school toys, cars & vehicle toys, dolls & dress-up, outdoor play equipment, and licensed merchandise such as Star Wars plush toys.
• Health, Beauty & Fitness Discounted health and beauty assortment spanning skincare, haircare, cosmetics, toiletries, sun & holiday products, health & wellbeing, vitamins & supplements, and fitness products.
• Garden & Outdoor Garden and outdoor products including artificial plants, garden decor, garden tools, outdoor lighting, garden furniture, outdoor dining and picnic, and summer pet essentials.
• Summer Essentials & Seasonal Seasonal product range covering outdoor dining and picnic, outdoor toys and water play, summer pet essentials, summer style and accessories, and sun care and summer health.
• Starbuys Weekly Deals Weekly promotional deals programme featuring deeply discounted branded and professional products across haircare (Sebastian Professional, Schwarzkopf, Kevin.Murphy, Revlon, American Crew), skincare (REN Clean Skincare, Olay, Dr Lipp, Dove, Glow Hub), fragrances (Hugo Boss, Calvin Klein, Hermes, Sol De Janeiro), cosmetics (BareMinerals, Revolution), baby products (Graco, Tommee Tippee), cookware (Pyrex, Prestige), and personal care devices (Remington, Oral-B, Gillette).
• Hinch Farm Own sub-brand featuring farm-related products.
• Hinch Home Own sub-brand featuring home décor and household products.
• Online Exclusive Products Products available only through the home.bargains e-commerce platform, supporting the digital channel alongside in-store ranges, with free delivery on eligible orders over £100.
• Baby & Kids Baby and children's products including playpens, soothers, digital thermometers, baby care accessories, and kids' toys.
• Cleaning & Household Cleaning products, laundry scent boosters, hand washes, reed diffusers, and household essentials.
• Clothing Discounted clothing and apparel including fitness clothing, summer style and accessories, and sports merchandise.
• Groceries Discounted grocery items and bulk buys across the UK retail estate.
• Pets Pet care products including summer pet essentials and other pet supplies.
• Travel & Leisure Travel and leisure products including beach towels, holiday accessories, and sun care.
• Arts, Crafts & Stationery Arts, crafts, musical instruments, and stationery products for children and hobbyists.
• Home & Electrical Home and electrical products including cookware, kitchenware, and electronic accessories.

Quantifiable outcome

• Products discounted 50-92% off recommended retail prices
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Evolve Business GroupcoreTechnology or IntegrationHome Bargains unveiled a new network partnership with Evolve Business Group to deliver managed connectivity and secure payment infrastructure across its UK store estate to support its continued expansion. This partnership enables secure payment processing and network connectivity across all retail locations.

Scale indicators6 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Poundstretcher: Poundstretcher is a UK-based discount variety chain selling household, health & beauty, and food at value prices. Closely comparable operating model and shopper profile, though at a smaller scale than Home Bargains.
• B&M: B&M European Value Retail is the closest UK discount variety peer, operating 700+ stores across general merchandise, home, and seasonal categories at value price points. Highly comparable store footprint, product mix, and target customer as Home Bargains.
• Matalan: Matalan is a UK value retailer offering clothing, home, and general merchandise at discount prices. Comparable broad assortment and value orientation, though with stronger apparel weighting than Home Bargains.
• Iceland: Iceland is a UK value-focused food retailer with a general merchandise and home offer. Comparable in targeting value-driven UK shoppers, though more concentrated in frozen and grocery than Home Bargains' non-food assortment.
• Poundland: Poundland (owned by Pepco Group) is a UK-based single-price-point discount variety retailer with a wide assortment of household, health & beauty, and grocery goods. Directly comparable value-retail model and customer demographic, though slightly more food-skewed.
• The Range: The Range is a UK discount variety retailer combining home, garden, leisure, and general merchandise across 200+ large-format stores. Comparable broad assortment and value-led positioning, with a slightly more home-and-leisure tilt.

Emerging players

• Action (Action Holding): Action is Europe's fastest-growing discount variety non-food retailer, expanding rapidly in the UK. Comparable core concept (deep-discount, high-rotation assortment), though smaller UK presence and broader European footprint.

Broad incumbents

• Aldi (UK): Aldi is a leading UK discount grocer with a significant general merchandise and specialbuy rotation. Competes for the same budget-conscious UK shopper with a slightly different grocery-led core, making it a meaningful adjacent peer.
• Pepco Group: Pepco Group operates Poundland (UK) and Pepco (continental Europe) discount variety banners. Comparable category and value proposition across a much larger European footprint; broader incumbent than the UK-only Home Bargains.
• TJX UK (TK Maxx): TK Maxx is the UK arm of TJX, the global off-price apparel and home retailer. Comparable in sourcing discounted branded merchandise for UK consumers, though more apparel-focused and operating under a different off-price model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/homebargains
• Facebookfacebook.com/homebargains
• LinkedInlinkedin.com/company/tj-morris

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Home Bargains