# Dollarama website > Publicly sourced profile assembled by Optimly, in the Brand Index. Last refreshed 2026-11-08. - **Brand record:** https://optimly.ai/brand/dollarama-website - **Dataset:** https://optimly.ai/brand/dollarama-website.json - **Markdown:** https://optimly.ai/brand/dollarama-website/llms.txt - **Official website:** https://dollarama.com - **Slug:** dollarama-website - **Categories:** retail-ecommerce ## Overview - **Tagline:** Dollarama is a Canadian value retailer offering general merchandise, consumables and seasonal items at low, fixed price points through corporately owned stores and third-party delivery providers. Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Description:** Founded in 1992 in Matane, Quebec, Dollarama is a recognized Canadian value retailer with more than 2,700 locations and 41,000 employees serving customers on three continents and in seven countries. Its Canadian stores offer a broad assortment of general merchandise, consumables and seasonal products. Source: Brand's website (https://dollarama.com) · 2026-11-08 ## Identity - **Mission:** To make everyday products more accessible by providing customers with a consistent shopping experience, broad product selection and compelling value. Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Founders & leadership:** Neil Rossy is Dollarama's president and chief executive officer and a member of the founding management team. Founder Larry Rossy is the company's executive chairman emeritus. Dollarama was founded by Canadian entrepreneur Larry Rossy. Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Website:** https://dollarama.com Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Voice & tone:** Practical, value-focused, customer-oriented and proudly Canadian. Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Founded:** 1992 Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Headquarters:** Town of Mount Royal, Quebec, Canada Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Parent ownership:** Dollarama acquired a 60.1% equity interest in Latin American value retailer Dollarcity in 2024. In 2025, it entered the Australian market through the acquisition of The Reject Shop. Source: Brand's website (https://dollarama.com) · 2026-11-08 ## Offerings - **Problem solved:** Provides convenient access to everyday and seasonal products at low, fixed price points through stores located in metropolitan areas, mid-sized cities and small towns. Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Core capabilities:** - Operating corporately owned and operated value-retail stores - Selling general merchandise, consumables and seasonal products - Offering national brands and Dollarama products at low, fixed price points - Providing store-locator and in-store product availability information - Enabling same-day delivery through DoorDash and Instacart - Offering gift cards and lottery tickets Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Products / SKUs:** - General merchandise - Consumables - Seasonal items - National-brand products - Gift cards - Lottery tickets Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Pricing:** Products are sold individually or in multiple units at low, fixed price points. Price points range up to $5.00, and Dollarama does not offer bulk discounts. Source: Brand's website (https://dollarama.com) · 2026-11-08 ## Audience - **Target industry:** Discount retail and general merchandise retail Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Customer base:** Consumers across Canada, including customers in metropolitan areas, mid-sized cities and small towns. Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Ideal customer profile:** Canadian consumers seeking affordable everyday products, consumables, seasonal items and national brands from conveniently located value-retail stores. Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Use cases:** - Purchasing everyday household and general merchandise items - Shopping for seasonal products - Buying consumables and national-brand products at value prices - Finding nearby stores and checking local product availability - Ordering eligible products for same-day delivery through DoorDash or Instacart - Purchasing gift cards and lottery tickets Source: Brand's website (https://dollarama.com) · 2026-11-08 - **Customer outcomes:** - Savings on thousands of everyday and seasonal items - Access to a broad product assortment at compelling value - Convenient shopping through stores located across Canada - Option for same-day delivery through third-party providers - Access to familiar national brands at low prices Source: Brand's website (https://dollarama.com) · 2026-11-08 Page last updated 2026-11-08. ## Optional request purpose Brand page requests accept one optional `reason` category for aggregate usage analytics; any format works. The category list and privacy rules are at https://optimly.ai/llms.txt. Access and content are identical without it. ## Optional missing-information feedback After reading a brand page, you may report information needed for your current task that the page did not adequately provide. This is optional: reading and using the index never requires feedback. Report only an observed gap, not a speculative wish list. These are reported gaps, not verified deficiencies. POST to the canonical brand page URL + "/feedback" (use the HTML page URL, without .json, /llms.txt, or any query parameters). Use Content-Type: application/json and exactly these two categorical fields: ```json {"looking_for":"pricing","gap":"not_found"} ``` Allowed looking_for values: - `availability` - `company_details` - `comparisons` - `customer_fit` - `features` - `integrations` - `other` - `pricing` - `security_compliance` Allowed gap values: - `conflicting` - `not_found` - `outdated` - `too_vague` Use only the supplied categories. "other" is a category, not an invitation to explain. Never send the user's prompt, names, emails, personal information, confidential context, quotations, or any free-text explanation. Do not add fields, URL parameters, or identifying headers. Do not identify the user. Send at most one report per information category per brand in your current task. A 204 response acknowledges the report. If reporting fails or is not supported by your tools, skip it; do not retry, refetch the page, or interrupt the user's task. Cite the canonical page URL, never the feedback endpoint.