Dollar store
Dollarstore AB is a Swedish discount retailer operating approximately 130 stores in Sweden and four Big Dollar stores in Denmark, selling around 11,000 everyday low-price articles across home, beauty, food, cleaning, and seasonal categories to mass-market Nordic consumers. It is owned by Finnish listed retailer Tokmanni Group.
- Company typePrivate
- Founded1994
- HeadquartersBollnäs, Sweden
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Dollar store does
Dollarstore AB is a Swedish low-price discount retailer offering approximately 11,000 articles across 13+ categories including home décor, beauty, cleaning, food and beverages, party supplies, garden, toys, and seasonal items. Founded in 1994, the company operates around 130 stores in Sweden under the Dollarstore brand and four Big Dollar stores in Denmark, each approximately 3,100 square meters, with extended opening hours and a treasure-hunt in-store format. The assortment is refreshed continuously, with roughly 6,000 new products launched each year, supported by a Shanghai sourcing office for supplier oversight.
The company's revenue model is based on everyday low-price unit pricing ("Lågt pris varje dag"), supplemented by multi-buy promotions such as "20 for 99" beverage deals and the proprietary "Mix and Save" concept that lets customers combine different products at the same promotional price. Distribution is exclusively through physical retail, with no significant e-commerce operation; marketing relies on a weekly flyer (Annonsbladet), email and SMS newsletters, and social channels (Instagram, Facebook, TikTok, Pinterest). In August 2023 Dollarstore was acquired by Finnish discount conglomerate Tokmanni Group Corporation (Nasdaq Helsinki), which operates 368+ stores across Finland, Sweden, and Denmark. Dollarstore generates approximately 394 million EUR in annual revenue and employs around 1,160 people.
Dollar store firmographics
Firmographics- Name
- Dollar store
- Legal name
- Dollarstore AB
- Website
- https://dollarstore.se
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Dollarstore AB is a Swedish discount retailer operating approximately 130 stores in Sweden and four Big Dollar stores in Denmark, selling around 11,000 everyday low-price articles across home, beauty, food, cleaning, and seasonal categories to mass-market Nordic consumers. It is owned by Finnish listed retailer Tokmanni Group.
- Ownership category
- akta.pro rank
Dollar store industry classification
Industry- Product category
- Discount Retail
- NAICS
- Health and Personal Care Retailers (4561)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- National/Regional Dollar Store Chains (Broadline) (CRAEAAAA)
- akta.pro secondary industry
- Dollar + Multi-Price Point Value Retail (Dollar-Plus) (CRAEAAAD)
Keywords
Where Dollar store is headquartered
LocationHeadquarters
- HQ city
- Bollnäs
- HQ country
- Sweden
- HQ region
- Europe
Offices6 records
Markets served
Dollar store 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
- In-store Retail Sales: Dollarstore generates revenue through physical retail stores selling a wide variety of products at low prices. The company operates approximately 130 stores in Sweden and 4 Big Dollar stores in Denmark. Revenue for fiscal year ending January 31, 2023 was approximately 394 million euros.
- Mix and Save Promotions: A unique discount mechanism where customers can mix different products with the same price to qualify for volume discounts (e.g., '20 for 99' deals on beverages). This drives higher basket sizes and customer engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget everyday products |
| Unit Pricing | Pay-as-you-go | Mix and Save promotional bundles |
| Unit Pricing | Pay-as-you-go | Bulk/multi-buy deals |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Dollar store product offering
Product offeringCore offering
Dollarstore operates a chain of discount retail stores selling approximately 11,000 everyday products across categories such as home décor, beauty, food and beverages, cleaning, party supplies, garden/outdoor, toys, pets, and seasonal items at low everyday prices. The company runs around 130 stores in Sweden and 4 Big Dollar stores in Denmark, employing approximately 1,160 people and generating about 394 million EUR in revenue for FY2023. The business is owned by Finnish low-price conglomerate Tokmanni Group and uses a unique 'Mix and Save' promotional concept that allows customers to combine different products at the same promotional price for volume discounts.
Product overview
Dollarstore is a Swedish low-price retail chain (owned by Finnish Tokmanni Group) offering approximately 11,000 articles across approximately 13 product categories. Its core offering is the Dollarstore retail chain in Sweden (~$394M revenue, ~1,160 employees, ~130 stores). In Denmark, it operates the Big Dollar sub-brand (4 stores). The product portfolio spans 13 main categories: Garden/Outdoor (outdoor furniture, grills), Summer (outdoor toys, summer activities), Home Décor, Cleaning & Laundry (featuring SINI brand), Party (seasonal celebrations), Food & Beverages, Beauty (featuring Technic private-label makeup), Body & Health, Kitchen & Household, Children & Toys, and Pets. Key product features include the Mix and Save promotional pricing concept (mix-and-match deals), the weekly Annonsbladet promotional catalog, email/SMS newsletters, and a product recall system for safety incidents. The chain sells private-label brands including Technic (beauty) and carries SINI (cleaning). Approximately 6,000 new products are launched each year.
Differentiator
Problem solved
Functional benefit
Products and services
- Dollarstore retail chain (Sweden)
- Big Dollar retail chain (Denmark)
- Technic beauty line
- SINI cleaning brand
- Propane/LPG refill service (Gasol)
Quantifiable outcome
- Approximately 11,000 product articles in assortment with about 6,000 new product launches annually
- +2 more outcomes
Companies that use Dollar store
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Dollar store technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Dollar store partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- amfori (BSCI)coreDollarstore became a member of amfori, a global organization working for social responsibility across various industries. As a member, Dollarstore's suppliers must comply with amfori BSCI's Code of Conduct, which sets standards for labor practices, workplace safety, and ethical manufacturing.
- ETI (Ethical Trade Initiative)coreDollarstore joined ETI (Ethical Trade Initiative), an organization working for sustainable business practices with focus on human rights and working conditions in supply chains. This partnership supports Dollarstore's sustainability and quality assurance efforts.
- SINIminorSINI is a popular Finnish cleaning brand known for combining smart design with efficient cleaning solutions. Dollarstore features SINI products as new additions to their cleaning category, expanding their international brand partnerships.
- 2SecureminorDollarstore partners with 2Secure for whistleblower services. 2Secure provides an external and independent reporting platform (wb.2secure.se) and hotline (0771-77 99 77) for anonymous reporting of suspected misconduct, in compliance with Swedish whistleblower legislation.
- HTI GroupminorManufacturer HTI Group is mentioned in relation to a product recall of certain Stretcherz toys. Dollarstore recalled these products due to safety concerns, demonstrating quality control oversight over supplier products.
- FSC (Forest Stewardship Council)minorDollarstore is transitioning to more FSC-certified wood products, implementing policies focusing on wood sourcing. This partnership demonstrates commitment to sustainable forestry and responsible sourcing practices.
Scale indicators6 records
Recent moves9 records
Expansion highlights5 records
Dollar store competitors and assessment
Company assessmentDirect peers
- Rusta: Rusta is a Nordic discount chain with stores in Sweden, Norway, and Finland offering low-price home goods, seasonal items, and everyday products. Comparable to Dollarstore in assortment breadth, low-price positioning, and physical-store-led GTM.
- Normal: Normal is a Danish-founded discount variety chain with a strong Nordic presence, selling affordable beauty, household, and personal care products. Highly comparable to Dollarstore's beauty/health/cleaning assortment and value-retail positioning.
- Tokmanni Group: Tokmanni Group Corporation is Dollarstore's parent and operates the Tokmanni discount chain in Finland (368+ Nordic stores total). It is the most directly comparable peer, sharing discount retail model, broad assortment, and Nordic footprint, with overlapping buyers/suppliers.
- ÖoB (Clas Ohlson): ÖoB (formerly Clas Ohlson) is a Nordic discount retailer selling affordable everyday products across home, hobby, and household categories with broad assortment and low-price positioning, directly comparable to Dollarstore in product breadth and target audience.
- Flying Tiger Copenhagen: Flying Tiger Copenhagen is a Danish variety/discount retailer selling affordable everyday goods, gifts, and household items across hundreds of European stores. Comparable to Dollarstore in treasure-hunt variety-store model and low-ticket pricing.
Regional players
- Willys (Axfood): Willys is a Swedish discount grocer (part of Axfood) competing on everyday low prices across food and basic household goods. It overlaps with Dollarstore's food/beverage and household essentials assortment and is a primary Swedish price-comparison anchor for grocery-adjacent spend.
Broad incumbents
- Coop Sverige: Coop Sverige is a major Swedish retailer with value-positioned banners (e.g., Coop Xtra, Coop Konsum) selling groceries and general merchandise. It overlaps with Dollarstore on everyday household and food items and competes for Swedish value-seeking shoppers.
- IKEA: IKEA is a global home-furnishing retailer with a strong Nordic presence and value positioning, overlapping with Dollarstore in affordable home goods, seasonal, and kitchen/household categories — but at a much larger scale and with a furniture-led assortment.
- JYSK: JYSK is a major Nordic-headquartered discount retailer specializing in home goods, bedding, and furniture with thousands of stores across Europe. A broader incumbent that overlaps with Dollarstore in home and seasonal categories but operates at a larger scale with category specialization.
- Clas Ohlson: Clas Ohlson is a long-established Nordic discount retailer focused on home, hardware, and everyday products with stores across the Nordics and selected markets. Overlaps with Dollarstore in everyday low-price assortment, though more skewed toward hardware and DIY.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Dollar store social profiles
Digital presenceDollar store financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dollar store leadership team
Management profileNumber of profiles
Profiles1 record
Dollar store subsidiaries and ownership
Company hierarchySubsidiaries1 record
Dollar store funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dollar store 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 Dollar store
What does Dollar store do?
Dollarstore operates a chain of discount retail stores selling approximately 11,000 everyday products across categories such as home décor, beauty, food and beverages, cleaning, party supplies, garden/outdoor, toys, pets, and seasonal items at low everyday prices. The company runs around 130 stores in Sweden and 4 Big Dollar stores in Denmark, employing approximately 1,160 people and generating about 394 million EUR in revenue for FY2023. The business is owned by Finnish low-price conglomerate Tokmanni Group and uses a unique 'Mix and Save' promotional concept that allows customers to combine different products at the same promotional price for volume discounts.
Is Dollar store a public or private company?
Dollar store is a private company. It is classified as corporate owned and is currently operating.
When was Dollar store founded?
Dollar store was founded in 1994. It employs 1,001 to 5,000 people.
Where is Dollar store based?
Dollar store is headquartered in Bollnäs, Sweden, in the Europe region.
How does Dollar store make money?
Two revenue lines are on record. In-store Retail Sales are the primary driver. The others are mix and Save Promotions.
Who are Dollar store's main competitors?
Direct peers on record are Rusta, Normal, Tokmanni Group, ÖoB (Clas Ohlson) and Flying Tiger Copenhagen. Willys (Axfood) is listed as a regional player. Broad incumbents are Coop Sverige, IKEA, JYSK and Clas Ohlson.
Does Dollar store have an API?
No public API is recorded for Dollar store.
What industry is Dollar store in?
Dollar store's product category is Discount Retail. Its primary akta.pro industry code is CRAEAAAA, National/Regional Dollar Store Chains (Broadline), with a secondary code of CRAEAAAD, Dollar + Multi-Price Point Value Retail (Dollar-Plus). Its NAICS code is 4561 and its SIC code is 5331.