Cut-price retailer Poundland has posted a 27% increase in annual profits.
The Willenhall based company opened more than 60 stores last year, as its turnover rose by 22% to £780m.
Chief Executive Jim McCarthy believes the firm's success is due to its size and clear pricing structure.
"If you buy five products, it can only be £5. I think that the certainty and the ability to budget have an appeal," he said.
The retailer said it had also seen an increase in the number of more "affluent" customers looking to save money in difficult economic times.