Leading high street discounter TJ Morris, which trades as Home Bargains, has moved into online retailing emulating rival Poundstretcher.

Launched this week, www.homebargains.co.uk sells many of the same products that are available in Home Bargains stores, including toys and games, homeware, furniture and entertainment. However, shoppers can not yet buy food and drink via the site.

"We are focusing on adding larger high-value products first," a spokeswoman said. "As the website develops, the range will be expanded to include more items. Smaller items like food and drinks, plus toiletries like mouthwash and shower gel, are all in the pipeline."

The website also offers 'Group Buys', one-off special deals where there is a limited amount of stock available. Current deals include a Peppa Pig bed for £9.99 offering a saving of £40. The site also advertises the retailer's 'Star Buys' special offers and deals of the week.

The company will supply online customers via its £35m DC in Gillmoss, as well as its UK stores.

The move is TJ Morris' second attempt at online retail. It launched www.halfpriceorless.com in 2000, which ran for three years before being closed as TJ Morris ramped up its store openings. "We learned a lot through our initial e-commerce venture," said operations director Joe Morris. "E-commerce is now a standard part of retail and we need to offer our customers this service once again."

A new corporate website has been launched alongside the e-commerce site.

Read more
Top 50 sees discounter clout grow (28 February 2011)
TJ Morris opens first store within the M25 (8 January 2011)