The moniker of The Reject Shop is slated to be altered, with newly acquired ownership disclosing ambitious strategies to rival Kmart and Target, following a $259million acquisition.

In a significant move, Dollarama, the booming chain store with thousands of locations across North America and South America, has announced its plans for the newly acquired Australian stores, previously known as The Reject Shop.

Dollarama Inc, a Canadian business, acquired The Reject Shop for $259 million in July 2025. The transformation process has already begun, with the store's name change and rebranding being implemented at select Reject Shop stores around Australia.

Neil Rossy, Dollarama's CEO, revealed their plans for the Australian stores. The new business strategy is to reposition them as an ultra low-priced general merchandise store. The store conversion process will 'ramp up' in 2027 and roll out over an approximately three-year period.

The new-look stores will feature changes to the store's shelving and a revamped grid layout of long, parallel aisles. Once stores contain a critical mass of Dollarama products, they will be brought under the Dollarama banner. The goal is to double the store count to 700 stores by 2034 in Australia.

Mr. Rossy aims to create a 'convenient and consistent shopping experience' across all Dollarama stores in Australia. To achieve this, Dollarama Inc has registered dozens of local trademarks for brands and products that will soon be available in their Australian stores.

Meanwhile, another exciting development comes from REM-FIT, a mattress manufacturer. Their REM-FIT 500 Ortho Hybrid Mattress, designed to help tackle the UK's growing back pain crisis, is now available in Australia with a 12% discount using the code BACKCARE.

Shoppers have hailed the mattress as 'extremely supportive and very comfortable'. The mattress is made with a special performance foam and has six advanced layers of support and comfort. It's no wonder that the REM-FIT 500 Ortho Hybrid Mattress has been a hit among customers.

As Dollarama sets sail down under, it's an exciting time for both the company and Australian consumers. With the gradual rebranding of The Reject Shop stores to Dollarama and the introduction of new products like the REM-FIT 500 Ortho Hybrid Mattress, there's no doubt that the Australian retail landscape is set for a shake-up.

The moniker of The Reject Shop is slated to be altered, with newly acquired ownership disclosing ambitious strategies to rival Kmart and Target, following a $259million acquisition.