IT might be called The Reject Shop, but Kerang shoppers have embraced the new discount powerhouse.

The retailer opened its new store on Fitzroy Street on Thursday, with Gannawarra Shire Mayor Cr Garner Smith cutting the ribbon.

There was a queue of shoppers ready to hit the aisles, full of household bargains and goodies.

Trolley loads went through the checkout, saving many a trip to the Swan Hi...