The "99 Cents Only" chain, which sells food and household goods at 300 outlets throughout
It is now hoping to open its own flagship branch alongside those of luxury brands like Chanel, Gucci, Versace and Jimmy Choo, where usual customers include celebrities like Mariah Carey, Eva Longoria and Victoria Beckham.
The exclusive three block stretch of boutiques famously featured in the film "Pretty Woman," in which Julia Roberts' character is snubbed by snobbish sales assistants. "99 Cents Only" is likely to receive a similarly cool reception from the current retailers of
However, the discount chain says it is able to afford the roughly $500 (£310) per square foot to rent space, and that it will bring customers flocking to the area.
It says it is also seeking to serve a growing number of existing customers who live in the wealthy
