The chain’s name reflects its strategy to offer a merchandise mix that changes frequently enough that deals that are at the store one day may be gone tomorrow. The assortment, which includes some closeout merchandise, is diverse and changes often: A pallet of 99-cent utility buckets was located near $8 Havaianas flip-flops at the Shrewsbury store that opened in April.

“Even if they don’t need it, the price is so low, they’re going to put it in their cart,” Gardiner said of Here Today’s pricing strategy.

In a walk-through of the new Shrewsbury store, Chairman and CEO Tom Holley pointed out a rack of Under Armour jackets priced at $29 next to a rack of mens’ Izod golf shirts for $10.

“We’ve radically changed the assortment and we have more brand names now,” Holley said. “We’ve also made it so customers find much better deals.”

Here Today has identified the first three markets where it is in negotiations to grow its store footprint outside of St. Louis, said chief financial officer and chief operating officer Rick Meyer, a former executive with Holley at Grandpa’s Stores and Deals: Nothing Over a Dollar. Here Today plans to expand to Cape Girardeau, Mo.; Springfield, Mo.; and Springfield, Ill., and focus on markets within 300 miles of St. Louis, Meyer said.