The Phoenix Centre has opened up a new department selling household items at bargain basement prices.The Phoenix Basement, located below the pharmacy on Reid Street is now catering to those who are looking for a deal, offering bedding, socks and undershirts, small home appliances, school supplies, outdoor grills and tools.The store also features popular “As Seen on TV” products and are currently running a special of 30 percent off the original price for selected items.The new direction was in response to an economy in which people are hunting for a bargain.Tina Adderley, head of Marketing & Communications at The Phoenix Stores Group likens the new department to that of Filene’s Basement, the oldest discount retailer in the US.“It has high quality items but with much lower prices,” she said. “We want to make sure it’s affordable and responding to what is going on in the market.”Some of the deals include a men’s three-pack T-shirt set for less than $9, and 30 percent off bed sheets, comforter sets and doormats and 30 percent discount off of lanterns and camping equipment.“With Cup Match coming, you can get the deals now,” added Darlene Simons, manager of the store. “And, you can always ask me about what discounts are coming up.”The merchandise will continue to change but the basic goal is to keep prices low. They will soon offer bulk items such as toiletries and water. As popularity grows for bulk stores and discount retailers — Phoenix Centre is hoping their location will be an additional draw.“Our location is convenient, we’re right in the centre of Hamilton,” said Ms Adderley. “While you wait for your prescription to be filled, you can shop downstairs.”Ms Simons added that while some customers didn’t always know there was a basement floor at the Phoenix Centre, people are starting to find their way downstairs.“Business is starting to pick up as people are finding out about some really great deals,” she said.