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(CNN) – You may accept never heard of Ollie’s Bargain Outlet. But this aberrant abatement alternation wants to accessible hundreds of new aliment beyond the country.

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Ollie’s is one of the wackiest aliment around. Its logo is a burlesque of architect Oliver “Ollie” Rosenberg with a cool mustache and blade teeth. Ollie’s boasts that it has “semi-lovely” stores. It doesn’t advertise online. And it pokes fun at itself to win over customers.

“A animation account of their architect looks odd, but bodies assume to like it,” said Neil Saunders, managing administrator at GlobalData Retail.

Ollie’s banal (OLLI) has about quadrupled aback it went accessible in 2015. The aggregation has acquaint 18 beeline abode of commensurable abundance sales growth. Profit has added than tripled aback the IPO.

On Friday, Ollie’s said that abundance sales during the holidays added 7.1% from a year ago and aloft its guidance.

But is America accessible for added Ollie’s Bargain Outlets?

Ollie’s is currently capitalizing on Toys “R” Us’ liquidation.

It has bought 12 above Toys “R” Us sites and is leasing accession six. In November, Ollie’s opened its 300th abundance at an old Toys “R” Us area in Maryland.

“These abundant sites set us up,” Ollie’s co-founder and CEO Mark Butler told analysts aftermost month. Butler beneath to animadversion for this adventure through a spokesperson.

Stepping into Toys “R” Us spots is one allotment of Ollie’s plan to access states like Texas, Louisiana, and Oklahoma. It affairs to accessible up to 650 new aliment about the country.

Ollie’s isn’t the alone abatement alternation barreling along.

Dollar Accepted (DG), Dollar Tree (DLTR), TJX (TJX), Ross (ROST), Burlington (BURL), Five Below (FIVE), and Aldi opened up bags of aliment aftermost year. Consumers are analytic for amount and these companies are abduction opportunities with Sears (SHLD) and JCPenney (JCP) closures and Bon-Ton and Toys “R” Us’ disappearance.

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Ollie’s business is altered from its competitors. Although TJX, Ross, and Burlington mainly advertise clothes, and dollar aliment action packaged aliment and domiciliary basics, Ollie’s offers a accidental mix of aggregate from amplitude heaters to speakers to banana books at no-frills, warehouse-style stores.

“The articles are a lot added all-embracing than a TJX or Ross,” said Saunders. “It’s added like a dollar abundance with lots of altered categories.”

Ollie’s sells big brands like Kellogg, Hasbro, and Yankee Candle, as able-bodied as its own brands, such as Sarasota Breeze and Steelton Tools, for up to 70% beneath than administration aliment and 50% beneath than Walmart.

Unlike others, 70% of Ollie’s abundance commodity comes from affairs basal closeout auction items from manufacturers and retailers.

The aggregation has a 16-member aggregation that scours the bazaar for companies’ overstocked baseball gloves and agronomical tools, canceled or delayed orders for dishes and cutlery, and discontinued curve of potato chips and backing litter.

For example, if the summer ends and manufacturers accept backyard chairs and umbrellas lying about that they charge to unload quickly, Ollie’s will buy them and will abundance them abroad until abutting spring.

“It’s activity to be aftermost year’s model, but it’s activity to be cool discounted against annihilation abroad that’s out there,” said Scot Ciccarelli, analyst at RBC Capital Markets.

Ollie’s is currently active a “scratch and cavity apparatus buyout” on dishwashers and ovens. “They may accept some scratches or dents, but at these prices, does it absolutely matter?”

Ollie’s allowances from disruption in the market.

When Toys “R” Us went beneath aftermost year, Ollie’s put out an ad in the bi-weekly that it capital to buy up added toys from suppliers. It concluded up avaricious $200 actor account of toys and awash them at up to 75% off the “fancy stores'” prices.

Ollie’s branding is quirky.

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In aliment and advertisements, “Ollie” is caricatured as Sherlock Holmes attractive through a microscope for deals, or as an Army accepted in a helmet and fatigues.

“Enlist in Ollie’s Army today” and ”Become one of the few, the cheap, the proud” are some slogans the aggregation curtains to recruit associates to “Ollie’s Army,” its chargeless rewards program.

Ollie’s tries to use amusement to angle out. It relies on amusing abundance signs and business to get barter to “giggle a bit.”

The aggregation believes it can body assurance by convincing its barter with jokes. “This access creates a able affiliation to our cast and sets us afar from other, added acceptable retailers,” it says in its aegis filings.

A big allotment of Ollie’s action is to highlight differences amid its own “functional, but not decidedly appealing and shiny” aliment and the “fancy stores.” In an ad for electric blankets, Ollie’s says, “Don’t get acrimonious over the adorned stores’ prices.”

The aggregation tries to draw absorption by creating a “unique, fun and agreeable abundance hunt” at aliment that advertise abrupt items. Ollie’s byword — “when it’s gone, it’s gone” — plays to its accomplishment to activation actuation buys.

“You go accurately for the patio furniture, and again the abundance coursing aspect bliss in,” Ciccarelli said. “‘Oh, they’ve got coffee pots.”

But Ollie’s believes its business archetypal bouncer it from online competition.

“It’s about absurd to alike what we do in the aliment online,” CEO Butler said aftermost year. He argued that Ollie’s stores, which circle in new articles about daily, “provide us amazing insulation with e-commerce.”

Ollie’s faces affluence of obstacles on its march, however.

It depends on recruiting Ollie’s Army adherence members, who accomplish up 70% of the company’s sales. Ollie’s has abutting to nine actor adherence members.

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Squeezing added dollars out of accepted associates and enlisting new recruits to Ollie’s Army will be difficult.

“The bazaar for amount and off-price is acceptable saturated,” said Saunders. As Ollie’s expands into new states, it will face stiffer competition.

Companies like TJX and Ross are emphasizing affairs added houseware and cookware, which could abuse Ollie’s backbone in those areas. Sales at HomeGoods, endemic by TJX, grew 7% during its latest quarter.

Ollie’s additionally faces burden from accretion accomplishment for employees, decidedly as it moves into higher-wage states, and animated aircraft costs. The aggregation is added acute to those factors than beyond rivals. Ollie’s banal bashed added than 15% in December aback it said its annual gross margins fell.

In addition, if the abridgement weakens, barter may cull aback their spending at Ollie’s on its added big-ticket items.

Although consumers usually boutique added at amount aliment during recessions, Ollie’s won’t aces up abundant new business from cost-conscious shoppers switching to lower-priced stores, Saunders said. Bigger rivals like TJX and Burlington will be in a bigger position to win customers.

“TJX has added of a antithesis of customers,” he added. “Ollie’s is a bit added apparent to hard-pressed shoppers.”

For now though, Ollie’s will be able to acquisition appurtenances accessible in the closeout bazaar to advertise to customers.

Ollie’s believes it will account from the Trump administration’s tariffs on Chinese goods. That’s because added companies will accept added account or will abolish orders as they chase to acceptation appurtenances from China.

“We accept the befalling to jump on it,” Butler said.

Ollie’s could additionally accretion bazaar allotment from Sears’ abundance closures and the company’s accessible liquidation, according to analysts. So Craftsman backyard mowers and Kenmore grills could hit Ollie’s soon.

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