Deals

Deals (previously stylized as DEAL$) was an American chain of discount variety stores owned by Dollar Tree. The chain operated more than 194 stores located in shopping centers, malls (until 2015), and urban areas in 19 states throughout the United States.

Each store stocked a variety of products including national, regional, and private-label brands, and accepted manufacturers' coupons. Departments found in a Deals store included health and beauty, food and snacks, party, seasonal décor, housewares, glassware, dinnerware, household cleaning supplies, candy, toys, gifts, gift bags and wrap, stationery, craft supplies, teaching supplies, and books. The majority of Deals stores also sold frozen foods and dairy items such as milk, eggs, pizza, ice cream, frozen dinners, and pre-made baked goods.

Two years after opening, Deals became a success with 41 stores in eight states, and $30 million in sales. 60 more stores were scheduled to open in 2002, the year the chain posted its first profit. Even Tom Holley, President of the company, was somewhat surprised by the success of the Deals stores, which began shortly after Gramex sold its Grandpa's discount chain to Value City Department Stores Inc. in November 1999. Holley launched the first Deals store in November 1999 and had expected to have about 25 stores by the end of 2001, but his projections were too conservative. Store No. 41 opened January 29 in Cleveland.

Financial backing for the stores came from several private investors in St. Louis. Among the local investors are Holley's brothers: David Holley, a principal at Kirkwood High School; Michael Holley, a teacher at Nipher Middle School in Kirkwood; and Scott Holley, a teacher at Westminster Christian Academy.

In 2003, it was announced that SuperValu had acquired Deals. At the time, Deal$ operated 53 stores across eight Midwestern states. Jeff Noddle, SuperValu president and chief executive officer had said, "We are excited to introduce a general merchandise strategy into our breakthrough grocery format Save-A-Lot through the acquisition of Deals. By following the same disciplined approach that secured Save-A-Lot's leadership position, we can positively influence the growth of our extreme value retail business over the long term." Save-A-Lot's entire store network was expanded by approximately 150 stores in fiscal 2003 representing approximately 100 new Save-A-Lot's and the addition of the Deals store base. The acquisition was included in SuperValu's previously announced capital spending plan of $500 - $525 million and was expected to be earnings neutral in fiscal 2003.