Dollarama Acquisition Reject Shop Australia Triggers 80-Store Rebrand
Dollarama acquisition reject shop australia has moved from deal to store floor, with The Reject Shop’s red and yellow branding now being replaced by Dollarama’s green and gold inside Australian outlets. Last year’s nearly $260 million purchase is already showing up in stores, and the first visible change is the colour scheme customers see at checkout and in-aisle.
The shift reaches up to 80 stores this year. Dollarama is aiming for 700 stores by 2034, a scale that Gary Mortimer said would give it more outlets in Australia than Aldi has today.
Gary Mortimer on Dollarama’s scale
“They’ll have more stores in Australia than Aldi has today,” Gary Mortimer said to Seven News. “It’s really set to shake up the discount department store sector.” His point was not about branding alone; it was about the reach of a chain that is still early in its Australian rollout but already pushing into a larger footprint.
Dollarama is also aiming at Kmart, Target, Big W, Coles and Woolworths. That puts the rebrand into a wider push, not just a cosmetic store refresh, with the company using its global buying power to lower prices in Australia.
Dollarama’s price gap in stores
Four litres of Omo Washing Liquid is reportedly $19 at the new Dollarama stores, compared with $24 at Coles and Woolworths. A box of Cadbury Favourites is priced at $8 at the rebranded discount outlets, versus $14 at the major supermarkets.
Those gaps give shoppers a simple comparison at shelf level: the same branded products are listed at lower prices inside the newly reworked stores. For customers who already use The Reject Shop for discount basics, the change now comes with Dollarama pricing and branding in the same visit.
700 stores by 2034
700 stores by 2034 is the target Dollarama has set as the rebrand begins across Australia. The near-term work is the store upgrade cycle, with up to 80 locations slated for this year, while the longer-term plan points to a much broader national footprint.
That leaves the clearest next step in plain view: more stores will be changed over this year, and the shelf prices already visible in some outlets show how Dollarama intends to compete on both branding and cost as the rollout widens.
