Dollarama
Dollarama is a Canadian value retailer operating 1,700+ corporate-owned stores selling consumables, general merchandise, and seasonal items at fixed price points up to C$5.00, with international expansion via Dollarcity (Latin America) and The Reject Shop (Australia).
- Company typePublic
- Founded1992
- HeadquartersMontréal, Canada
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Dollarama does
Dollarama Inc. is a Canadian value retailer founded in 1992 and headquartered in Montreal, Quebec, listed on the Toronto Stock Exchange under the ticker DOL since its October 2009 IPO. The company sells a broad assortment of consumables, general merchandise, and seasonal items at fixed price points up to C$5.00 across more than 1,700 corporate-owned stores in every Canadian province and territory, and reports a multi-segment structure that now includes an Australian segment and an equity-accounted Latin American platform. Under the Dollarama brand there are no franchises and no proprietary consumer e-commerce site; online demand is served through marketplace storefronts on Instacart, DoorDash, Uber, and Skip, with e-gift cards powered by CashStar and a recently added BMO Blue Rewards loyalty integration.
The core business model is high-volume, low-ticket retail: Dollarama sources more than 55% of its merchandise directly from 25+ countries, which underpins structurally low unit costs and EBITDA margins in the ~31–34% range. The product is delivered through a standardized store format of 5,500–20,000 square feet, supported by a national distribution network that is being expanded via a 1.6M sq ft Western Canada facility in Balzac, Alberta, expected operational by end-2027.
Internationally, Dollarama operates two growth platforms. Dollarcity, in which Dollarama holds a 60.1% equity-accounted interest (increased from 50.1% acquired in July 2019), runs more than 700 stores in Colombia, El Salvador, Guatemala, Mexico, and Peru under a similar fixed-price model denominated up to US$4.00. The Reject Shop, acquired in July 2025 for approximately C$233M, adds 400+ stores in Australia and is being gradually rebranded to the Dollarama format. Across the three continents Dollarama employs more than 43,000 people, generated FY2026 sales of C$7.26B and net earnings of C$1.31B, and has delivered a 530% total return over the past decade with ~15 consecutive years of dividend increases.
Dollarama firmographics
Firmographics- Name
- Dollarama
- Legal name
- Dollarama Inc.
- Website
- https://dollarama.com
- Company type
- Public
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Dollarama is a Canadian value retailer operating 1,700+ corporate-owned stores selling consumables, general merchandise, and seasonal items at fixed price points up to C$5.00, with international expansion via Dollarcity (Latin America) and The Reject Shop (Australia).
- Ownership category
- akta.pro rank
Dollarama industry classification
Industry- Product category
- Discount Retail
- NAICS
- Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (45521)
- SIC
- Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Dollar + Multi-Price Point Value Retail (Dollar-Plus) (CRAEAAAD)
Keywords
Where Dollarama is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Dollarama business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Store Sales (Canada): Dollarama generates the vast majority of its revenue through the sale of general merchandise, consumables, and seasonal products at fixed price points in its corporate-owned retail stores across Canada.
- Retail Store Sales (Australia): Following the acquisition of The Reject Shop (completed July 2025), Dollarama now operates The Reject Shop stores in Australia, contributing sales to the Australian segment. The company plans to rebrand these stores to the Dollarama format over the coming years.
- Equity-accounted Dollarcity (Latin America): Dollarama holds a 50.1% (later increased to 60.1%) controlling stake in Dollarcity, a Latin American value retailer operating in Colombia, Guatemala, El Salvador, Peru, and Mexico. Revenue is accounted for under the equity method, contributing to net earnings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | All items at fixed price points up to $5.00 CAD |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
Dollarama product offering
Product offeringCore offering
Dollarama operates a network of over 1,700 corporate-owned discount retail stores across Canada selling a broad assortment of consumable products, general merchandise, and seasonal items at fixed low price points up to $5.00 CAD. Internationally, Dollarama operates Dollarcity (700+ stores across Latin America) and The Reject Shop (400+ stores in Australia), both value retail concepts offering everyday products at low fixed price points.
Product overview
Dollarama is a Canadian value retailer operating a network of over 1,700 corporate-owned stores offering consumable products, general merchandise, and seasonal items at fixed price points up to $5.00. The company operates internationally through Dollarcity (60.1%-owned Latin American subsidiary with 700+ stores across Colombia, Guatemala, El Salvador, Mexico, and Peru) and The Reject Shop (Australian acquisition with 400+ stores being rebranded to Dollarama format). Customer-facing digital services include same-day delivery through Instacart, DoorDash, and Uber platforms, eGift Cards powered by CashStar, and BMO Blue Rewards loyalty integration. The business follows a multi-segment reporting structure: Canadian segment, Australian segment, and equity-accounted Dollarcity operations.
Differentiator
Problem solved
Functional benefit
Brands
- Dollarcity: Latin American value retailer with stores in Colombia, El Salvador, Guatemala, Mexico, and Peru, majority-owned by Dollarama through equity-accounted investments
Products and services
- Dollarama Retail Stores Canadian value retail chain operating over 1,700 corporate-owned stores across all Canadian provinces and territories, offering a broad assortment of consumable products, general merchandise, and seasonal items at fixed price points up to $5.00. Stores range from 5,500 to 20,000 square feet (typically 9,000-11,000 sq ft) and are located in metropolitan areas, mid-sized cities, and small towns.
- The Reject Shop Australian discount retail chain acquired by Dollarama in July 2025, operating over 400 stores across Australia. Australia's largest discount retailer offering a broad assortment of everyday consumer products. Being rebranded to the Dollarama format over a multi-year transition period.
- Dollarcity Latin American value retailer majority-owned by Dollarama (60.1% interest). Operates over 700 stores in Colombia, Guatemala, El Salvador, Mexico, and Peru, offering everyday consumer products at fixed price points up to US$4.00. Plans to expand to 1,050 stores by 2031.
- Dollarama eGift Cards Digital gift cards available for purchase online with email delivery. No expiration date, fully PCI compliant through the CashStar (Blackhawk Network) platform. Available to consumers for gifting and personal use.
- Dollarama Physical Gift Cards Physical gift cards available for purchase at any Dollarama store location across Canada, redeemable for merchandise in-store.
- Online Shopping Delivery Service Same-day online delivery service allowing customers to shop Dollarama products through Instacart (with storefront at dollarama.instacart.com), DoorDash, Uber, and Skip delivery platforms across Canada for home delivery. A limited selection is available online. Delivery and service fees apply.
Quantifiable outcome
- 13.1% revenue growth in FY2026 to $7.26 billion
- +4 more outcomes
Companies that use Dollarama
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Dollarama technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Dollarama partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- BMO (Bank of Montreal)minorDollarama joined BMO's Blue Rewards program, enabling Dollarama customers to earn points on qualifying purchases of $20 or more made with a linked BMO payment card. This loyalty partnership drives customer acquisition through BMO's financial services channel.
- Skip (Skip The Dishes)minorDelivery app Skip partnered with Dollarama to allow customers to order online from the discount retailer's stores across Canada through the Skip platform. The partnership marks Skip's expansion beyond food delivery into general retail.
- The Reject ShopcoreDollarama agreed to acquire Australian discount retailer The Reject Shop in an all-cash transaction valued at approximately $233 million CAD ($259 million AUD), paying $6.68 AUD per share (a 108% premium). The deal completed on July 21, 2025. The Reject Shop operated ~390-401 stores across Australia with over 5,000 employees and A$866 million in annual sales. Dollarama plans to rebrand all stores to the Dollarama format and expand to 700 stores by 2034.
- DollarcitycoreDollarama acquired a 50.1% (later increased to 60.1%) controlling stake in Dollarcity, a Latin American value retailer, in July 2019. Dollarcity operates more than 700 stores across Colombia, El Salvador, Guatemala, Peru, and Mexico. Dollarama accounts for this investment using the equity method. Dollarcity plans to expand to 1,050 stores by 2031.
- InstacartminorDollarama products available for same-day delivery through the Instacart platform across Canada. Dollarama operates an Instacart storefront enabling online ordering and delivery.
- DoorDashminorDoorDash delivery partnership enables select Dollarama locations in Canada to offer on-demand delivery to customers.
- UberminorUber delivery partnership enables select Dollarama locations in Canada to offer on-demand delivery through the Uber platform.
Scale indicators10 records
Recent moves10 records
Expansion highlights6 records
Dollarama competitors and assessment
Company assessmentDirect peers
- Dollar Tree: Largest U.S. dollar store operator (now including Family Dollar). Operates fixed low-price-point variety retail across North America — the closest direct comparable in business model, scale, and customer demographic to Dollarama.
- Dollar General: Mass U.S. discount retailer with ~20,000 stores focused on consumables and everyday essentials at low price points. Closely comparable in product mix, customer base, and value-led strategy, though operates larger-format stores in rural/small-town U.S. geographies.
- Five Below: U.S. multi-price-point value retailer (now extending above $5) targeting teens and families with trendy discretionary merchandise. Comparable multi-price-point value positioning, though more discretionary-skewed than Dollarama's consumables-heavy mix.
- Big Lots: U.S. closeout and extreme-value retailer selling consumables and general merchandise at deep discounts. Comparable broad assortment, low-price positioning, and discount-retail customer demographic.
Broad incumbents
- Walmart: Largest global discount/general merchandise retailer. Overlaps with Dollarama in low-priced general merchandise and consumables, particularly through Walmart Canada's supercenter format, but operates at vastly larger scale and broader assortment.
- Costco: Global membership-based warehouse club offering broad general merchandise at value prices. Comparable in general-merchandise breadth and value-led positioning, though operates larger-format stores with bulk/membership model.
- TJX Companies: Global off-price retailer (T.J. Maxx, Marshalls, Winners). Comparable in treasure-hunt value-retail model and Canadian footprint via Winners/Marshalls/HomeSense, though focuses primarily on apparel and home rather than consumables.
- Ross Stores: U.S. off-price apparel and home retailer. Comparable extreme-value retail model and broad assortment at low prices, though concentrated on apparel/home rather than consumables or general merchandise.
Emerging players
- Miniso: Global variety/value retailer offering design-led lifestyle and household products at affordable price points. Comparable multi-country discount variety model and Latin American expansion trajectory (overlapping with Dollarcity's footprint).
Regional players
- Canadian Tire: Iconic Canadian mass retailer offering automotive, hardware, sports, and household goods. Comparable broad general-merchandise and Canadian retail footprint, though more specialty-focused and higher price-point than Dollarama.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Dollarama social profiles
Digital presenceDollarama compliance and trust
Trust signalCompliance2 records
Dollarama financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dollarama leadership team
Management profileNumber of profiles
Profiles6 records
Dollarama subsidiaries and ownership
Company hierarchySubsidiaries4 records
Dollarama funding detail
Funding detailFunding overview
Funding rounds5 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dollarama M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dollarama
What does Dollarama do?
Dollarama operates a network of over 1,700 corporate-owned discount retail stores across Canada selling a broad assortment of consumable products, general merchandise, and seasonal items at fixed low price points up to $5.00 CAD. Internationally, Dollarama operates Dollarcity (700+ stores across Latin America) and The Reject Shop (400+ stores in Australia), both value retail concepts offering everyday products at low fixed price points.
Is Dollarama a public or private company?
Dollarama is a public company. It is classified as public and is currently operating.
When was Dollarama founded?
Dollarama was founded in 1992. It employs 5,001 to 10,000 people.
Where is Dollarama based?
Dollarama is headquartered in Montréal, Canada, in the North America region.
How does Dollarama make money?
Three revenue lines are on record. Retail Store Sales (Canada) is the primary driver. The others are retail Store Sales (Australia) and equity-accounted Dollarcity (Latin America).
Who are Dollarama's main competitors?
Direct peers on record are Dollar Tree, Dollar General, Five Below and Big Lots. Broad incumbents are Walmart, Costco, TJX Companies and Ross Stores. Miniso is listed as an emerging player. Canadian Tire is listed as a regional player.
Does Dollarama have an API?
No public API is recorded for Dollarama.
What industry is Dollarama in?
Dollarama's product category is Discount Retail. Its primary akta.pro industry code is CRAEAAAD, Dollar + Multi-Price Point Value Retail (Dollar-Plus). Its NAICS code is 45521 and its SIC code is 5331.