RUMFORD – Customers waited Friday morning for the opening of Marden’s discount store, the area’s newest business.

“It was awesome,” said Julie Gudbrandsen, assistant manager of the Maine discount retailer. “It’s been pretty steady all morning. We had people outside at 8 a.m.”

Former Town Manager Stephen Eldridge began making overtures to the Marden family several years ago.

Dan Force, a retired educator from Hanover, was making a second visit to the new store at noon. He was also there first thing in the morning.

“This is a wonderful thing for the area. The store is wonderfully redone,” he said as he shopped around for gardening items and other wares.

Marden’s owners brightened up and refurbished the store that had once housed Ames Department Store, then two separate, smaller discount businesses that only briefly occupied the space.

River Valley Crossing Shopping Center owner Jay Wise said recently he expects other retailers to move into the complex.

Gudbrandsen said the new store employs 50 people, mostly full time. The business is open from 9 a.m. to 8 p.m. Monday through Friday; 9 a.m. to 5 p.m. Saturday; and 11 a.m. to 5 p.m. Sunday.

Jackie Duguay, a shopper from Mexico, said she liked what she saw as she looked over the merchandise.

“It’s great, very nice,” she said.

She brought a friend with her who had once lived in the area, but now lives in Florida.

“I wish we had Marden’s there,” said Julie LeBlanc.

Marden’s now shares the shopping center with The Dollar Tree. Several other retail spaces are available.