Gen V

'Why Pay Less?' is a human-owned retail corporation based in New York City that operates a chain of over-priced department and warehouse stores. It was founded by Barry Quentin and Jane Vasel in 1982 in Nebraska, United States. Their branding was largely influenced by Smartmart, which had shut down in 1976. Contrary to the criticism of the store's prices (In terms of general pricing of products), the company keeps a very high standard of quality with all their products.

Why Pay Less is a subsidary of the Why Pay Less Group conglomerate which manages other overpriced retail stores such as Countup. There are 673 Why Pay Less stores throughout the Human colonial spectrum.