The Reject Shop to get major makeover under new owners

The familiar red-and-yellow signage of The Reject Shop is reportedly set to vanish as the chain's new Canadian owners make their mark.

Budget store giant Dollarama completed its $233.6 million purchase of The Reject Shop last month, taking over the chain's 390-plus stores around the country.

"Expanding our international reach supports our long-term growth strategy, and we are thrilled to be embarking on this exciting new chapter with TRS's local leaders and more than 5000 employees," Dollarama chief executive Neil Rossy said at the time.

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"By working together and applying Dollarama's strengths in sourcing, merchandising and retail operations, we are well positioned to deliver compelling value to Australian consumers and to drive the expansion of our new Australian growth platform over the long term."

In its quarterly report to investors last week, Dollarama hinted at the future of the chain, noting the goals of "a new price point strategy", as well as converting existing Reject Shop store design and layout.

Australians are also likely to get access to a broader product range, with Dollarama pledging access to its own items.

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Today, The Australian reported that the rebranding would include swapping out Reject Shop branding for Dollarama iconography.

"The teams will be working on multiple fronts to thoughtfully deploy the Dollarama business model over the coming years. I'm pleased to say that the The Reject Shop team is ready and motivated and that this work has already begun," Rossy reportedly told investors in the presentation of the latest quarterly earnings report.

"On the merchandising front, we are now starting to selectively phase in Dollarama products across categories.

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"This will be a gradual process, which will continue through to the end of fiscal 2027.

"Along the way, we will be simplifying the price point structure, including lowering the current pricing ceiling."

He noted that store conversion was already underway in some locations.

9news.com.au has contacted Dollarama for comment.

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