Hundreds of everyday essentials at prices that make a real difference. Household goods, cleaning products, toiletries, pet supplies, garden, DIY, snacks and drinks — all under one roof in the heart of Aberystwyth.
From everyday cleaning essentials to garden supplies and pet food — Charlie's Direct keeps your home running at a fraction of the usual cost.
Bins, storage boxes, kitchen essentials, mops, brushes, cloths and more for every room.
Bleach, sprays, disinfectants, washing-up liquids, laundry detergents, wipes and more.
Shampoo, shower gel, toothpaste, deodorant, soap, razors, cotton wool and daily essentials.
Food, treats, bowls, bedding and accessories for dogs, cats and small animals at bargain prices.
Plant feed, compost bags, seeds, pots, tools, insect repellent and outdoor essentials.
Batteries, tape, cable ties, light bulbs, fixings, paint brushes and handy home repair items.
Crisps, biscuits, sweets, chocolate bars, cereal bars, popcorn and a great range of nibbles.
Soft drinks, squash, energy drinks, juices, tea, coffee and hot chocolate at unbeatable prices.
Hand-picked bargains updated regularly. Visit the store for the very latest — stock moves fast and prices are always changing in your favour.
We're not a supermarket. We're not a pound shop. We're something better — an independent discount store that genuinely cares about value.
Our buying power lets us pass real savings on to you. We don't inflate prices then pretend to discount them. What you see is what you pay — and it's always less than you'd expect.
Low price doesn't mean low quality. We stock well-known brands alongside excellent own-label alternatives, so you get the best of both worlds without compromising on what matters.
We're a real independent business with real people who live and work in Aberystwyth. Our staff know the stock, know the deals and are always happy to help you find what you need.
Fresh deliveries and new lines mean there's always something new to discover. Regular customers tell us that's half the fun — you never quite know what brilliant deal you'll find next.
Right in the heart of Aberystwyth, easy to pop in whether you're doing a big shop or just grabbing a few things. Plenty of nearby parking and open six days a week.
No loyalty cards to forget, no minimum spend, no confusing voucher codes. Just walk in, pick what you need, pay less than you expected, and leave with a smile. Simple as that.
A snapshot of what's flying off the shelves. Pop in to see the full range — stock changes regularly and there are always new bargains to be found.
A typical weekly shop for household and cleaning essentials at a major supermarket can easily cost £30–£40. At Charlie's Direct, the same basket often comes in at under £12. That's a real difference over the course of a year.
Don't just take our word for it. Here's what regular customers from Aberystwyth and across Ceredigion have to say about shopping at Charlie's Direct.
"I pop in every week without fail. You genuinely cannot beat the prices on cleaning products — I save a fortune compared to what I used to spend at the supermarket. The staff are always friendly and helpful, and there's always something new to find."
"Brilliant for pet supplies. My two dogs go through treats at a rate of knots, and buying them here means I'm not breaking the bank. The range is good, the prices are unbeatable, and I always come out having picked up a few other bits I didn't know I needed!"
"As a student in Aberystwyth, Charlie's Direct has been an absolute lifesaver. You can stock your kitchen, bathroom and bedroom for practically nothing. Toiletries, snacks, cleaning stuff — it's all here at prices that actually make sense on a student budget."
"I was sceptical at first — cheap prices, surely there's a catch? But the quality is genuinely fine. I've been buying my laundry products, bin bags and kitchen roll from here for over two years and I wouldn't go anywhere else. Proper good value."
"The garden section is brilliant for the price. I got plant feed, compost and pots for a fraction of what the garden centres charge. Small business, big heart — I always recommend Charlie's to anyone who asks."
"Handy location right in town, great stock, prices you can't argue with. I come in for one thing and leave with a bag full — in a good way! Really pleased there's a shop like this in Aberystwyth. Long may it continue."
Charlie's Direct is an independent discount store in the heart of Aberystwyth, Ceredigion, West Wales. We set out with a simple idea: make it possible for local people to buy the everyday essentials they need without spending a fortune.
We stock a wide and ever-changing range of products across household goods, cleaning, toiletries, pet supplies, garden, DIY, snacks and drinks — all at discount prices. No loyalty cards, no minimum spend, no membership. Just honest, everyday value for the people of Aberystwyth and the wider Ceredigion area.
As an independent business, we care about our community. We know our customers by name, we listen to what they need, and we work hard to keep our shelves stocked with the things that matter most to local families, students, households and pet owners.
Whether you're stocking up on cleaning supplies, grabbing a few pet treats, or hunting for a bargain on everyday toiletries — you'll find it at Charlie's Direct, at a price that makes sense.
We're proud to be an independent store serving the people of Aberystwyth and the wider Ceredigion region. From families to students to retirees, everyone deserves access to everyday essentials at fair prices.
Everything you need to know about shopping at Charlie's Direct. Can't find what you're looking for? Give us a call or pop in and ask.
We're right in the heart of Aberystwyth, easy to find and simple to get to. Come and see us — you won't leave empty-handed.
| Monday | 9:00am – 5:30pm |
| Tuesday | 9:00am – 5:30pm |
| Wednesday | 9:00am – 5:30pm |
| Thursday | 9:00am – 5:30pm |
| Friday | 9:00am – 5:30pm |
| Saturday | 9:00am – 5:00pm |
| Sunday | Closed |