There's no doubting that variety store chain Home Bargains has a cult following in the UK, with high-profile fans including the likes of Mrs Hinch.
But one fan has taken his love for the store to higher levels than most, by getting the budget brand logo tattooed on his ankle.
Tattoo artist Emma posted the incredible inking on her Instagram page @flanderztattoo, thanking Alex for letting her do the "sick Home Bargains appreciation tattoo".
Even Home Bargains themselves commented on the post, saying: "LOVE THIS," with Alex commenting: "B&M can get in the bin, real ones know where it's at".
Other tattoo lovers shared their love for the tattoo, with one person saying: "I proper love that it's genius. Hope you get to do a B&M one soon."
Speaking to The Mirror, Emma, who has been tattooing for nine years, said she wasn't surprised when her friend, who is a huge fan of the budget chain, asked her to do the tattoo.
Emma said: "I wasn't surprised at all. It's very him."
"He just loved Home Bargains. He is really passionate about it. It's his favourite shop.
"I just think it's funny. Tattoos should just be something that's going to make you smile. Why wouldn't you do it? It's funny."
Speaking about being approached about the tattoo, Emma explained: "He just sent me a message. 'Mate, Home Bargains Tattoo with a heart. I need it'. I was like 'Yes, iconic'."
This isn't the first time Emma has been asked to make an iconic design. She added: "I've done a tram tattoo on my friend who just loves trams and I've done the Manchester Arndale Centre. I just think it's brilliant. They are some of my favourite tattoos."
Emma, who has had a private tattoo studio in Manchester for five years, explained: "I set it up to be a safe space for people, including LGBT and neurodivergent people, or anyone who doesn't feel comfortable in a stereotypical tattoo studio".
In order to make clients feel more comfortable in her studio, Emma has things that can provide a bit of distraction – including art and designs on the wall, a TV and flags that are inclusive of everybody.
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