Ollie's Army is about to march through all of Florida with a huge number of stores.

Ollie's Bargain Outlet Holdings—a discount retail chain based out of Pennsylvania—is looking to open between 40 and 60 of its stores throughout Florida, CEO Mark Butler recently told analysts on an earnings call. The retailer—known for its Ollie's Army flyers that highlight deep merchandise discounts in stores—just entered the state with a store in Orlando. "The initial response in Orlando was quite strong, it was above average. It's such a great store," Mark says.

The next store is slated for Jacksonville, with up to a total of eight stores in Florida this year, Mark says. "So once I get economies of scale down there, and get into the greater Orlando market with perhaps three stores, four stores, really try to get some economies of scale on the advertising. I think we are going to continue to grow," he says. Typical Ollie's stores locate in-line at strip centers (such as this one in Quakertown, PA), often in spaces shuttered by other retailers. It was not clear if or when Ollie's would spread to South Florida's retail market.