Battle Creek discount store 'Penny Pinchers' is opening a new location that will soon replace the two existing Battle Creek stores.

I spoke with Danny Fridella, the owner of Penny Pinchers at what will soon be the new store. Located at the corner of Columbia Ave. W. and 25th st.. it is a larger and brighter location than the others that you will find at Columbia and Grenville, and 20th and Goguac.

"The plan", Danny said, "is to have sign's up next week and be open by Valentine's day".

Penny Pinchers sells discount grocery, hygiene, home goods, and pet supplies with other odds and ends that he picks up along the way.

BONUS VIDEO: A Walk Through Battle Creeks International Festival Of Lights

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