The new BIWAY $10 STORE will be located in a newly built commercial complex at the southwest corner of Orfus Road and Dufflaw Road — a soon-to-open Roots ‘Last Chance’ outlet store will be located next to it. The immediate area is known for its value-priced and outlet stores as well as office and warehouse facilities for many Canadian brands. Mr. Coven said that he has been building stock for his first store, and that he plans to open multiple locations in years to come as the retailer takes off.

As part of the concept, the new BIWAY $10 STORE will utilize the guiding principals that “will be no different than the original Biway stores”. That includes choosing products that consumers are seeking while presenting them in a “non-confusing manner” with a depth of product to make visiting a store compelling. Quality will be an important factor to the assortment — the stock will include many well-known brands, according to Mr. Coven, which will act as a draw for shoppers seeking value-priced quality merchandise. Pricing will be competitive and will be lower than almost all competitors, which will provide a significant competitive edge as Canadian consumers seek out bargains.