Discount store Poundland has defied the snobs by winning over customers since it opened in Twickenham's King Street in March.
The store, which opened up in the former Woolworths premises, appears to be attracting bargain hunters from across the town.
Locals had protested against its opening, saying it was not in keeping with the rest of Twickenham, which is renowned for its small, independent shops. Some wanted to see a craft market move in to the space, others wanted to see it split into smaller units and listed chain stores including GAP, Body Shop and Monsoon as more desirable.
But the company, which has beaten to the recession to become one of the high street's success stories, successfully snapped up the site and brought in Coronation Street actress Katherine Kelly – aka barmaid Becky- for the opening ceremony.
Since then shoppers have put their issues aside and it has become one of the town's busiest shops, with queues regularly forming down its aisles.
Store manager Afsal Rehman said: "We are delighted to have a store in Twickenham. The community was initially reluctant as local people would have preferred alternative stores ehre. However, since we opened the store has been extremely busy and there are constant queues at the tills. People's opinions have definitely changed."
A spokesman for the company said she was not surprised by its success in Twickenham. "Poundland is perfectly positioned to help customers across all socio-demographic groups and recent research shows the AB shoppers [affluent customers] now account for 12 per cent of the customer base. We knew it wouldn't be long before Twickenham shoppers realised the amazing value Poundland offers for just £1 and make us part of their weekly shop."
Top 10 best sellers in Twickenham Poundland - see page 2
1. Whitworths sugar
2. Maxwell House coffee
3. Toblerone
4. Kodak batteries
5. Aluminium foil
6. Colgate toothpaste
7. Gardening solar lamps
8. Wisemans milk
9. Bin bags
10. Brazil nuts
