QD chief executive Nick Rubins has outlined hopes for a new store in Norwich and highlighted plans to expand in the region's market towns.
Mr Rubins, whose father Danny launched the discount chain 30 years ago in Anglia Square with co-founder Ken Turner, said although the business still had to 'fight for every pound', it was in a new stage of growth.
'The summer season hasn't been kind, but we remain on budget for the year so we are happy as a business,' said Mr Rubins, who took a larger role in the company five years ago.
'We are having to work harder to hit our targets.'
The group currently has 49 stores, including a chain of garden centres and smaller Thing-Me-Bobs shops, and employs 1,400 people.
Three years ago Mr Rubins began to restructure the business, which he said will enable it to expand.
And as it celebrates three decades in business this month, Mr Rubins said he was looking for suitable sites in market towns across East Anglia.
He added the group had made offers on five sites, and was keen to open another store in Norwich, either in the city centre or outskirts of town.
QD currently has one store in the city, after closing one of its high-street shops.
Mr Rubins said: 'We moved out of St Stephen's Street when we didn't really want to two years ago.
'I think that has damaged us as a business.'
He ruled out opening another store on St Stephen's Street, but added: 'East Anglia remains our core and market towns are our main success.'
And now he wants to focus on branding, and re-affirming the group's reputation for quality goods at discounted prices.
'We are not the cheapest but we are the most competitive,' he added.
An e-commerce site launched last year has helped the business drive online sales, and a click and collect service was rolled out in August.
He added competitions and 30pc discount offers this month would mark the anniversary.
The latest accounts from Companies House for the year ending February 2014 show group turnover was £66.5m, up by 6.6pc from the year before.
The company said it achieved a net profit of £1.3m.
Is your business entering a new phase of expansion? Call Sabah Meddings on 01603 772879 or email sabah.meddings@archant.co.uk
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