Aussie supermarket selling everything for less than $10 puts Coles, Woolworths and Aldi to shame

The discount retailer has been quietly accumulating a cult following since its first store opened in September last year.

The prayers of bargain hunting consumers have been answered by an Australian-first discount superstore that doesn’t sell anything for more than $10.

New retail chain Ten Tops launched in September last year and has been quietly attracting a legion of cult followers with its unique concept and unmatched prices.

Budget conscious shoppers in Dubbo, in the central west, were the first to get a taste of the eye-watering deals in September, with those in Canberra’s Fyshwick not far behind.

In April, Ten Tops opened up for people in Wagga Wagga and soon, those in Richmond, in the NSW Hawkesbury region, will get their own slice of bargain hunting paradise too.

No items are sold for more than $10 at Ten Tops stores. Picture: Ten Tops

For people in Nowra, on the NSW south coast, a Ten Tops store is a matter of weeks away from opening its doors, marketing manager Isabella Bernardi told news.com.au.

“The communities really seem to be embracing it and find really great value,” Ms Bernardi said.

Locals in Dubbo embraced it so furiously that they left it almost entirely empty.

“We were so overwhelmed with the support in the first couple of weeks, so much so that the locals pretty much stripped the shelves,” she said.

“Having that level of interest was really exciting for us, especially with it being our first store. It allowed us to be really well prepared for our Canberra and our Wagga openings.”

What can you actually get for $10?

The chain, owned by the family’s 50-year-old company Bernardi Group, carries a broad range of items from categories including homewares, garden, pet care, frozen foods, party, stationary, health and beauty, cleaning, tools, garden and automotive.

“We don’t have necessarily market as a grocery store, so it’s not like you could come and get bread and milk, but there is a big grocery offering there,” Ms Bernardi said.

Items named “top picks” are also intermittently released as one-time offers for shoppers and change rapidly depending on trends and stock levels.

Products across 15 categories are sold for no more than $10. Picture: Ten Tops

A pair of bluetooth headphones for $10, a 20-pack of Magnum ice creams for $10, $4 tubs of Ben and Jerry’s ice cream and $4 pet beds are among bargain items to be on sale when the Nowra store opens.

They will accompany a 5.4kg bag of Mentos for $10, fidget toys for $4, and kids books for $2.50.

How can the company afford to sell so cheap?

Unlike supermarkets Coles, Woolworths and Aldi, Ten Tops sells a very specific line of goods, and only items it can get buy at low wholesale prices, Ms Bernardi said.

“The buyers focus on product that naturally is a lower price point and strike competitive deals with our suppliers,” she said.

“It’s also focusing on products that are going to be of worth but aren’t $300.”

She added how the Bernardi Group’s 50-years of experience and retail connections had also come in handy.

“We understand how important good value is to our customers and there is certainly some competition among our team on who can find the best deals – especially when it comes to everyday products,” Co-CEO Joseph Bernardi said.

The company has committed to employing up to 120 locals in permanent, part time and casual roles across its Ten Tops stores.