Note: This story was updated at 5:30 p.m. to correct the pricing structure.

The women’s clothing retail chain Simply 10 has opened its first Chattanooga location on Brainerd Road, with items priced at $10.99 and under.

“Customers find it unbelievable to find today’s fashions at Simply 10’s prices,” company Vice President Austin Englebert said in an email about the new store, which opened Friday. “When they see the huge selection, they always ask, ‘When does this sale end?’ And we always reply, ‘Never.’”

The company has grown to 46 stores in 10 states and employs about 10 people in each location, Englebert said. In Tennessee, it has other locations in Memphis, Knoxville and Nashville.

Simply 10 was founded by Mark Barstein, a former owner of another discount fashion chain known as Simply Fashion.

(READ MORE: Burlington opens new Hixson store)

Barstein led a venture capital group, along with his brother, in acquiring Simply Fashion from bankruptcy in 1991.