Not really sure I can accurately compare this store to anything in the U.S., but it is a nice store. While it is a bit small in some cities, most bigger cities in the Netherlands have one. It usually has things to decorate your home or toys. The most common reason though that people are familiar with this store is because this is one of the stores where you can occasionally buy NL train tickets for cheap. It is only during one of their sales, but more info is available on this blog.
Most people I know are familiar with the store located in Sittard near the market, but there is also a nice one in the mall next to ikea. Plus they have many other locations listed on their website.