IT IS 10am on a midweek morning and Simon Yates' superstore in Chorley is already bustling with shoppers.

The customers, here to take advantage of some 20,000 products at knockdown prices, reflect the public's insatiable appetite for discount shopping that has turned one-time market trader Simon into the head of a multi-million pound superstore empire.

QS - short for Quality Service - Discount Outlets has stores in Chorley, Atherton and Sale and trades in everything from boats to blouses. Around 75 per cent of its stock is end-of-line products or cancelled orders from major retailers, like M&S, BHS and Matalan.

The journey to this point, though, has been slow and steady, largely because Simon decided his career path before he was even a teenager. The son of a clothing retailer, Bury-born Simon has early memories of mucking in and helping his dad with the weekend shifts on his pitches in Chorley, Rochdale, Wigan, Eccles, Sale, Bolton, and Bury.

Market boy

"Being 10 years old was my first memory of being on the markets. Every Saturday, it wasn't a case of seeing what was on TV or hanging round with my pals at school, I was always on the market," says Simon, 40.

"I had loads of fun and met loads of people, and obviously it was an education in its own right. I left school at 16 with no qualifications and went straight into the family business, it wasn't a case of going to get an apprenticeship somewhere, or becoming an engineer or a mechanic or a joiner. I wanted to be a market trader; that was, for me, the ultimate and from an early age I had that focus.

"At 12-years-old, I had as much confidence as a man of 40 - I could stand up and I could sell. I'd see my dad doing it and my dad's my hero, so I just copied him. I knew what to do to bring a crowd and it gave me a lot of confidence."

HIS achievements were well rewarded; by the time Simon was 18, his father, Les, had handed over responsbility for much of the business and its 13 staff to his son. It was a turning point for Simon, who had seen the writing on the wall for market trading because of changing attitudes amongst local councils and the proliferation of discount shops.

Simon and his father set about designing a new approach. "Over a 10-year period, we evolved into shops and we opened our first shop in Atherton, which was about 2,000 sq feet. We had the busiest shop in the town. Now we have all the biggest shops in all the towns, and we are only opening superstores.

Value for money

"My philosophy coming into the business was that I wanted a little bit of a lot - a little profit over a lot of products gives you enough to live. Nobody comes in for cheap products, they come in for value for money. That's been our success, giving customers what they want."

But it seems the real secret to his success has been keeping ahead of seasonal trends. He does this by remaining completely hands-on: he doesn't have a PA, he chooses all the lines himself and keeps a close relationship with his staff and suppliers.

Which, of course, means he's the man to look to when mistakes are made. Simon admits he's made a few "boo boos", ranging from chosing the wrong product to taking early retirement. "I'd said when I was 17 that I was going to retire at 40, and I retired at 36. It was a great accolade to say I did it but it was the biggest mistake I made. I was in Spain for six months and I wasn't happy - my brain's got to keep working. Sitting in the sun all day, it wasn't working. I was told by my dad I wouldn't enjoy it, but I needed to try it.

"I came back officially about two years ago, and the business had gone down a hell of a lot; I'd left the right people on paper, but they just weren't me. I don't ever want to retire - the day I get fed up of doing this, I'll do something else, but I won't retire. I'm not a workaholic though - I do step back sometimes!"

Busy

Reinvigorated by his return to the UK, which, he confesses is his favourite country in the world, Simon has embarked on the group's biggest period of expansion. The foundations may have been laid at a steady pace, but it is clear as we rattle through our interview at breakneck speed that Simon is a very busy man these days.

He is about to announce the opening of five superstores over two years, in the Lowry Centre, Altrincham, Bolton, Colne in Lancashire and Maghull, near Liverpool.

The move will double staff at the £9m company - which is approaching profits of 10 per cent - from 200 to at least 400. The former retail boss at Matalan, Mike Hanson, has been brought on board to oversee the acquisitions and Simon is in discussions to take the business into the M25 corridor and Ireland.

For now, he plans to keep the company as a private partnership between him and his 62-year-old father.

The decision reflects Simon's family-orientated outlook. A father of three - Charlie, eight, Alicia, five, and four-year-old Spencer - he shares their love of The Simpsons, and Homer in particular, and he collects Simpsons and Manchester United memorabilia.

Artistic leanings

When he is away from the office, he hates to talk business. Instead, he spends his time in the gym or at his holiday home near Malaga, in Spain. A clean living individual, who doesn't drink, smoke or eat meat, Simon is an art lover, and his favourite artist is Salvador Dali.

His personal life is calm and tranquil, but his business is trading in uncertain times. The lamented downturn in consumer spending has played havoc with the high street, but QS has remained strong. There is, Simon says, one simple reason why.

"Discounting is sexy," he smiles. "Retailing is so quiet I'm getting offers from manufacturers all over the world. The best retailers are the ones who offer the best value for money, good service and nice environments. I work hard for my living and I won't be ripped off, I won't go into a place and pay high prices."

Profile:

Name: Simon Yates

Age: 40

First job: Loading and unloading the market vans for my father, aged 10

How long is your working day? 12 hours

Worst mistake? Retiring to Spain at 36 years old - it lasted six months

Where is your favourite restaurant, and why? Samsi, Japanese restaurant on Whitworth St - fantastic food and great service

Last book read: Rich Dad, Poor Boy - Robert T. Kiyosaki

What is parked in your driveway? Range Rover Vouge and a customised Mini Cooper

What celebrity would you most like to be stranded on a desert island with, and why? Homer Simpson. He's smarter than he makes out for sure, and I love doughnuts as well.

Where do you holiday? The family home in southern Spain.

Best achievement: Opening up the first QS six years ago and standing back with my father realising how far we had come from our days on the markets.

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