PesoRama
PesoRama Inc. operates JOI Dollar Plus, a chain of corporately owned value dollar stores in Mexico selling multi-price fixed-value everyday goods across 20+ categories. The Toronto-headquartered, TSXV-listed retailer runs 37 high-traffic urban stores across Mexico City and Puebla, targeting nationwide expansion.
- Company typePublic
- Founded2019
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What PesoRama does
PesoRama Inc. is a Canadian-domiciled, TSX Venture Exchange-listed (TSXV: PESO; FSE: ZE6; OTC Pink: PSSOF) holding company that operates a vertically integrated chain of value dollar stores in Mexico under the JOI Dollar Plus (JOI DOLLAR PLUS) brand. Founded in 2019 and headquartered corporately in Toronto with operational headquarters in Mexico City, the company runs corporately owned stores — 37 locations as of mid-2026, expanding from 18 at IPO — concentrated in high-density, high-traffic sites across the Mexico City metropolitan area and State of Puebla. Stores are deliberately positioned at transit nodes (CETRAM, Metrobus, subway stations) and shopping malls to capture foot traffic from Mexico's predominantly cash-based, value-oriented consumer base.
The retail platform is built on a multi-price fixed-value merchandising model across 20+ product categories (household goods, pet supplies, seasonal, party, health and beauty, snacks and confectionery), supplemented by an in-house JOI private-label assortment. Supply is orchestrated through a 50,000 sq ft centralized distribution centre in Mexico City, with standardized store layouts supporting consistent execution and lean overhead. The company has explicitly rejected a strict single-price model in favor of tiered fixed-value price points, broadening assortment breadth while preserving the value-perception positioning that differentiates JOI from local bodegas and big-box competitors.
Revenue is generated almost entirely through in-store sales, reported in Canadian dollars with operating exposure to the Mexican peso. FY2026 (year ended January 31, 2026) total sales were C$26.7 million (+14% YoY) on gross profit of C$9.9 million (+15%), driven by a +24% increase in store count and +5.9% same-store sales growth. The stated long-term objective is to scale to approximately 500 stores within five to six years — and as many as 640 stores per the company's IR page — against a long-term Mexican dollar-store TAM estimated at 10,000–13,700 locations serving a population of ~131–133 million. Growth has been funded through repeated oversubscribed equity issuances and a C$21M convertible debenture, with Canaccord Genuity Corp. as repeat lead agent.
PesoRama firmographics
Firmographics- Name
- PesoRama
- Legal name
- PesoRama Inc.
- Website
- https://pesorama.ca
- Company type
- Public
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PesoRama Inc. operates JOI Dollar Plus, a chain of corporately owned value dollar stores in Mexico selling multi-price fixed-value everyday goods across 20+ categories. The Toronto-headquartered, TSXV-listed retailer runs 37 high-traffic urban stores across Mexico City and Puebla, targeting nationwide expansion.
- Ownership category
- akta.pro rank
PesoRama industry classification
Industry- Product category
- Discount Retail / Value Dollar Stores
- NAICS
- Convenience Retailers and Vending Machine Operators (44513), Other Specialty Food Retailers (44529)
- SIC
- Retail-Convenience Stores (5412), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Bodega/Corner Stores (Urban Convenience) (CRANAJAD)
- akta.pro secondary industry
- Bulk Confectionery, Nuts & Snack Wholesalers-to-Consumer (CRAHAMAG)
Keywords
Where PesoRama is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
PesoRama business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Store Sales (JOI Dollar Plus): Revenue is generated primarily through in-store sales at corporately owned JOI Dollar Plus locations in Mexico across more than 20 product categories (household goods, pet supplies, seasonal, party, health & beauty, snacks/confectionery, etc.). Sales are recorded in Canadian dollars with operating exposure to the Mexican peso. FY2026 total sales were $26.7M (+14% YoY), and 9-month FY2026 sales grew 15.9%. The model is fundamentally a unit-economy retail play with multi-price fixed-value SKUs rather than a subscription or licensing model.
Go-to-market motion3 records
PesoRama product offering
Product offeringCore offering
PesoRama Inc. operates a chain of corporately owned value dollar stores in Mexico under the JOi Dollar Plus brand. As of mid-2026 it runs 37 stores in high-traffic urban locations across Mexico City, State of Mexico, and Puebla, offering multi-price fixed-value assortments across 20+ product categories including household goods, pet supplies, seasonal items, party supplies, health and beauty, snack foods, confectionery, and JOi private label products. A 50,000 sq ft centralized distribution centre supports inventory replenishment and lean operations.
Product overview
PesoRama Inc. operates as a single unified retail offering — a chain of physical dollar stores in Mexico under its flagship JOi Dollar Plus (JOI DOLLAR PLUS) brand. The offering is not a modular software platform but rather a standardized, corporately owned brick-and-mortar retail network: each store carries the same consistent assortment of household goods, pet supplies, seasonal products, party supplies, health and beauty items, snack foods, confectionery, and JOi's own private label products. As of mid-2026, the chain comprises 37 stores concentrated in the Mexico City metropolitan area and Puebla state, with a long-term plan to scale to 640+ locations. The company's investor relations page notes a stated five-year goal to open 640+ stores nationwide, supported by a 50,000-square-foot distribution centre. The platform is anchored by its core JOi Dollar Plus retail brand, complemented by an in-house private label product line.
Differentiator
Problem solved
Functional benefit
Brands
- JOi Dollar Plus: Mexican value dollar store retail brand operating 37 high-traffic urban locations across Mexico City, State of Mexico and Puebla; offers household goods, pet supplies, seasonal products, party supplies, health and beauty items, snack foods, confectionery and private label products.
Products and services
- JOi Dollar Plus (JOI DOLLAR PLUS) retail store chain Value dollar store chain offering a standardized assortment of household goods, pet supplies, seasonal products, party supplies, health and beauty items, snack foods, confectionery and JOi private label products across 20+ categories at multi-price fixed value points in high-traffic urban locations across Mexico City, State of Mexico and Puebla.
- JOi Private Label product line Assortment of private label products unique to the JOi Dollar Plus brand, sold exclusively through the JOi retail network and designed to provide differentiated value perception and supply-chain flexibility alongside national brand SKUs.
Companies that use PesoRama
Customer profileIdeal customer profiles1 record
PesoRama technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
PesoRama partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Markette Ventures Inc.coreOperator of a digital technology platform that facilitates distribution of securities on a prospectus-exempt basis. Engaged for the $7M marketed non-brokered private placement, enabling prospective investors to select a registered investment dealer via the Markette Platform. PesoRama paid a $25,000 platform fee.
- IR Labs Inc. (irlabs)minorVancouver-based investor relations firm retained on a month-to-month basis at $12,500/month plus out-of-pocket expenses to develop and manage PesoRama's IR program, corporate communications, ESG disclosure and corporate governance activities (subject to TSXV approval).
Scale indicators12 records
Recent moves9 records
Expansion highlights6 records
PesoRama competitors and assessment
Company assessmentDirect peers
- Dollarama: Canada's largest dollar-store operator and the closest analog to JOI Dollar Plus in terms of fixed low-price assortment and urban footprint. PesoRama explicitly cites Dollarama as the model it is bringing to Mexico.
- Tiendas D1: Colombian-origin hard-discount chain expanding aggressively across Latin America including Mexico. PesoRama's COO Rodrigo Castañón previously led D1's expansion to 1,100+ stores, making D1 the single most important direct competitor and comparable operator.
- 99 Cents Only Stores: US-based single/low-price-point discount retailer. Comparable in format and customer demographic to JOI Dollar Plus, and frequently cited in retail-industry coverage as a dollar-store peer.
Broad incumbents
- Dollar Tree: Large-cap US dollar-store incumbent. While it does not operate in Mexico, it is the global benchmark for fixed low-price discount retail and is widely used by investors to frame JOI's long-term unit-economics potential.
- Bodega Aurrera (Walmart de Mexico): Walmart Mexico's small-format hard-discount banner competing for the same value shopper in dense urban Mexico. Far larger scale and supply chain than PesoRama and the dominant incumbent in the value-grocery segment JOI targets.
- OXXO (FEMSA): Latin America's largest convenience-store chain with 20,000+ Mexican locations. Competes for foot-traffic-driven, small-basket shopping occasions in the same urban transit-rich locations PesoRama targets.
- Five Below: US value retailer offering most items under five dollars across discretionary categories. Useful comparable for JOI's fixed-price-value merchandising model and its multi-category everyday-goods assortment.
Others
- Tienditas / misceláneas (Mexican traditional trade): The fragmented network of Mexican mom-and-pop 'tienditas' that JOI is explicitly positioning to displace. Not a single company but the dominant incumbent channel PesoRama must win share from to scale.
Regional players
- Soriana (Mega Soriana / Híper): Major Mexican multi-format retailer with smaller-banner value stores competing in similar price-sensitive urban catchments. Useful regional comparable for value-tier share dynamics in Mexico.
- Chedraui (Selecto Chedraui): Mexican mass-market retailer with smaller-format value banners. Competes for the same household-staples basket as JOI Dollar Plus in Mexican urban neighborhoods.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
PesoRama social profiles
Digital presencePesoRama financial estimates
Financial estimateRevenue estimate
Valuation estimate
PesoRama leadership team
Management profileNumber of profiles
Profiles7 records
PesoRama funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PesoRama M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PesoRama
What does PesoRama do?
PesoRama Inc. operates a chain of corporately owned value dollar stores in Mexico under the JOi Dollar Plus brand. As of mid-2026 it runs 37 stores in high-traffic urban locations across Mexico City, State of Mexico, and Puebla, offering multi-price fixed-value assortments across 20+ product categories including household goods, pet supplies, seasonal items, party supplies, health and beauty, snack foods, confectionery, and JOi private label products. A 50,000 sq ft centralized distribution centre supports inventory replenishment and lean operations.
Is PesoRama a public or private company?
PesoRama is a public company. It is classified as public and is currently operating.
When was PesoRama founded?
PesoRama was founded in 2019. It employs 11 to 50 people.
Where is PesoRama based?
PesoRama is headquartered in Toronto, Canada, in the North America region.
How does PesoRama make money?
One revenue line is on record: retail Store Sales (JOI Dollar Plus).
Who are PesoRama's main competitors?
Direct peers on record are Dollarama, Tiendas D1 and 99 Cents Only Stores. Broad incumbents are Dollar Tree, Bodega Aurrera (Walmart de Mexico), OXXO (FEMSA) and Five Below. Tienditas / misceláneas (Mexican traditional trade) is listed as an others. Regional players are Soriana (Mega Soriana / Híper) and Chedraui (Selecto Chedraui).
Does PesoRama have an API?
No public API is recorded for PesoRama.
What industry is PesoRama in?
PesoRama's product category is Discount Retail / Value Dollar Stores. Its primary akta.pro industry code is CRANAJAD, Bodega/Corner Stores (Urban Convenience), with a secondary code of CRAHAMAG, Bulk Confectionery, Nuts & Snack Wholesalers-to-Consumer. Its NAICS code is 44513 and its SIC code is 5412.