Birmingham's legendary bargain shop Latifs is 'bringing back the magic' in Digbeth after a renovation of its Pickford Street warehouse, with items priced under £1. The store, which first opened in 1956, has returned to its original name M Latif and Sons, telling customers that 'the family is back and so is the magic'.
Renovation and relaunch
Latifs has renovated its Digbeth warehouse, stocking the 'Aladdin's Cave' shop with discounted items ranging from jeans to cleaning products, loo rolls, washing powder, and chocolate. Staff have been sharing updates on social media, showcasing deals like large Cadbury chocolate bars for 56p and socks and towels for less than £1.
The store originally expanded to Bilston before that location closed in 2025. Now, with the Digbeth refurbishment and an online relaunch, Latifs aims to return to its roots as a homewares and home furnishings destination.
Nostalgia and customer memories
Sharing a photo of founder Mr Latif taken in 1956, the store posted: 'This is Mr Latif in 1956, standing proudly at the beginning of a journey that would span seven decades. Today, 70 years later, we're still here. Returning to our roots. Refurbishing Digbeth. Relaunching online. Bringing back the magic to help your house become a home.'
Shoppers shared nostalgic memories. Bridget Challinor Crawford wrote: 'It was the best place to have a day out! I kitted my first flat out from Latifs, it was like an Aladdin's cave.' Alison Lane said: 'I used to work opposite in Digbeth over 30 years ago and would pop over most lunchtimes and end up buying something. I think you must have had at least half of my wages every month.'
Evolving with the times
Responding to a customer who recalled Latifs being 'rammed' at Christmas, M Latif and Sons said: 'Those were special times. For many families, Latifs was the place for Christmas – lights, trees, decorations, gifts and everything else under one roof. Sadly, those Christmas ranges are very much of a different era. Rising living costs, particularly energy prices, have changed shopping habits significantly, and the demand for large displays of lights, trees and decorations simply isn't what it once was.'
The store added: 'That's one of the reasons we're returning to our roots as M Latif and Sons, with a renewed focus on homewares and home furnishings – helping people make their house a home with quality products at affordable prices. We'll always cherish the memories of Christmas at Latifs, but like every business that's been around for 70 years, we've had to evolve with the times.'
Location and opening
M Latif and Sons is located at Pickford Street, Digbeth, B5 5QH. The renovated warehouse is now open for customers seeking bargains, with the store promising to continue offering affordable products for the home.
