Woolworth Company founded a small, regional chain of discount stores located in the two states of Wisconsin and Illinois that opened in 1961 and operated into 1989.

[1] Horney also had a real estate company and often built small shopping malls adjoining the discount stores.

The triangular design built over store entrances served as a double-meaning in the chain's 1980s marketing slogan, “Value Village: The peak of value.” Specific departments were leased out including the pharmaceutical and hardware areas.

Converted and new build stores were located in Portage, Monroe, Watertown, Sun Prairie, Elkhorn and Muskego in Wisconsin along with Watseka and Macomb in Illinois.

Small malls were built adjoining the Monroe, Watseka, Portage, Dolton and Macomb locations.

[10] Horney also continued to operate the remaining variety dime stores located in Indiana and Illinois.

Newspaper columnist Matt Figi examined the Monroe, Wisconsin competitive landscape to explain the downturn of the Value Village there and the pattern that existed elsewhere for the chain.