Costcutter’s latest Kwiksave store has opened in West Bromwich.

Owned by former Nisa board member Atul Amin, the former Nisa store focuses heavily on value for money with a wide range of £1 deals.

Atul, who had been a Nisa member for 15 years, said the new Kwiksave format was “perfect for the current economic climate”.

“The new format Kwiksave perfectly balances a very strong value message with a high quality fit and finish giving customers a great combination of an outstanding range and offers in a friendly and welcoming store environment,” he said.

“Coupled with the excellent offers and promotions it was a very easy decision to join Costcutter Supermarkets Group and adopt the Kwiksave brand,” he added.

Atul celebrated the opening with a party for customers and a selection of special deals and giveaways including an iPod and shopping vouchers.

The Kwiksave brand returned to the high street in May 2012 as part of a three-fascia convenience retail strategy that also includes Costcutter and myCostcutter.

Atul’s second store in Coventry will also be converted to a Kwiksave in the coming months.