Silly Solly’s sets sights on Swan Hill and a slice of the discount variety market

CUT-PRICE variety store Silly Solly’s is taking over the old Dimmey’s building in Swan Hill – and taking on its discount chain competitors.

The Queensland-based retailer resurrected itself in 2017 after it was purchased by The Warehouse Group in 2000, and is now expanding into NSW and Victoria, with 23 stores so far.

Owner Solly Stanton said the Swan Hill community would benefit from about 20 new jobs.

“We are hoping to be open within six weeks, we’re nearly ready to go,” Mr Stanton said.

Discount variety retailers are generally doing well in the pandemic, taking advantage of the economic downturn and consolidation of department stores Big W and Target.

But Mr Stanton said Silly Solly’s was different.

“Our business model is very simple – 10,000 products, nothing over $5,” he said. “We are making shopping great again.”

Landlord Dom Cutri, who has owned the building since 1980, said the new store was great news for the Swan Hill community.

“It was vacant for about 12 months. There was an asbestos roof, so I’ve done a lot of work for them to come in,” Mr Cutri said.

“I am confident people will love it. I know there’s been a lot of comments saying we don’t need another cheap shop, but they’ll employ people – that’s what we need.”

Locals had mixed reactions. Many said they didn’t want another “junk shop”, while others were excited to shop there.

“We are becoming the $2 town of Victoria,” Anne Parsons posted on social media.

“Just rubbish,” Noleen Bates said.

“Omg I can’t wait, bring it on,” Jodie Meyers-Gruar said.

Others reasoned that any new business was good business.

“Don’t know why people are complaining about this,” Sim Cozens said.

“Yes, another junk shop, but that is one less empty building in town.”