Dollarama Inc.
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Dollarama Inc.: SWOT Analysis & Company
Profile
Reference code: RT0021CP
Published: Feb 2011
Business Review
John Carpenter House
7 Carmelite Street
London EC4Y 0BS
United Kingdom
Tel: +44 (0) 20 7936 6400
Fax: +44 (0) 20 7336 6813
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Dollarama Inc. - SWOT Profile Page 1
Dollarama Inc.
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Dollarama Inc. - Company Overview
Dollarama Inc (Dollarama) is an owner and operator of discount retail stores. The company offers consumables and semi-
durables in individual as well as multiple units. The company provides various private label as well as branded products,
including house wares, groceries, toys, health and beauty aids, giftware and greeting cards, pet supplies, crafts, stationery
supplies, and other consumer items. Dollarama also provides seasonal summer and winter merchandise. The company
currently operates 603 stores across 10 provinces in Canada including Quebec, Ontario, British Columbia, Saskatchewan,
Manitoba, Alberta, New Brunswick, Nova Scotia, Prince Edward Island and Newfoundland. The company is
headquartered in Montreal, Canada.
Financial Performance
The company reported revenues of CAD1,253.71 million during the fiscal year ended January 31, 2010 (fiscal 2010). The
company's revenues grew at a CAGR of 13.55% during the period 2008-2010, with an annual growth of 15.12% over
fiscal year 2009. During the fiscal 2010, its operating margin was 12.23% as against the operating margin of 11.79% in
fiscal year 2009. During the fiscal 2010, the company registered a net margin of 5.81% as against the net margin of -
1.42% in the fiscal year 2009.
Dollarama Inc. - Key Facts
Dollarama Inc., Key Facts
5805 Royalmount Avenue,
Montreal, Quebec (QC), H4P Ticker Symbol, Stock
Corporate Address: DOL (Toronto Stock Exchange)
Exchange
0A1, Canada
Telephone N/A No. of Employees 12,764
Fax N/A Financial Year End January
URL www.dollarama.com Revenue (in CAD Million) 1,253.71
Industry Retailing Revenue (in USD Million) 1,099.75
Locations Canada
Source: Annual Report, Company Website, Primary and Secondary Research
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Dollarama Inc. - SWOT Profile Page 2
Dollarama Inc.
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Dollarama Inc. - Business Description
Dollarama Inc (Dollarama) is engaged in operating discount retail stores across Canada. The company offers
consumables and semi-durables in individual or multiple units. The company provides goods for everyday use, including
house wares, groceries, toys, health and beauty aids, giftware and greeting cards, pet supplies, crafts, stationery supplies,
and other consumer items, as well as various seasonal goods. As of January 31, 2010, the company employed 12,764
people at its facilities.
The company’s merchandise mix includes consumable products, general merchandise and seasonal products. Through
its Consumable products division, the company offers products such as plastics, paper, basic health and beauty care, foils
and household products, cleaning supplies, drinks, snacks, candy and other food products. In fiscal 2010, the company
generated 35% of its product offering from sales of consumable products.
General merchandise product offering includes greeting cards, party supplies, stationery supplies, gift wrap and craft,
hardware and electronics, kitchenware, durable house wares, gifts, apparel, toys, and other items. In fiscal 2010, the
company generated 51% of its product offering from general merchandise. The company through its seasonal products
division offers merchandise for Easter, Valentine’s Day, Halloween, St. Patrick’s Day, Christmas, and other summer and
winter merchandise. This division accounted for 14% of the company’s product offering in fiscal 2010.
Some of the key brands and trademarks of the company include Dollarama, Richard, Duramax, Stitch-It, Static Matic,
Medi Care & Globe Design, Terrifik, Hercules, Dr. Bob, Electra & Design, Flow-Rite and Make it Special. The company
sources its merchandise from manufacturers, importers and wholesalers from countries such as the US, Canada, China,
India, Indonesia, Taiwan, Brazil and Turkey.
The company’s stores average 9,806 square feet comprising a merchandise of branded products and private label
products. The company currently operates 603 stores across 10 provinces in Canada including Quebec, Ontario, British
Columbia, Saskatchewan, Manitoba, Alberta, New Brunswick, Nova Scotia, Prince Edward Island and Newfoundland. Of
this, the company had 42 stores in Alberta, 20 in British Columbia, 22 in Manitoba, 61 in Newfoundland, Labrador, Prince
Edward Island and Nova Scotia, 250 in Ontario, 214 in Quebec and 14 in Saskatchewan.
Recently, the company opened new stores in Toronto, Dorval, Fort St. John, Montreal, Pierrefonds, Val-Belair, St.
Catharines and Innisfil.
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Dollarama Inc. - SWOT Profile Page 3
Dollarama Inc.
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Dollarama Inc. - Major Products and Services
Dollarama Group Inc is an owner and operator of discount retail stores. Key products and services of the company include
the following:
Dollarama Inc., Major Products and Services
Products:
Household products
Cleaning supplies
Paper and plastics
Health and beauty care products
Party supplies
Toys
Food
Novelty items
Seasonal merchandise
Impulse products
Source: Annual Report, Company Website, Primary and Secondary Research
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Dollarama Inc. - SWOT Profile Page 4
Dollarama Inc.
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Dollarama Inc. - History
Dollarama Inc., History
Year Event type Description
2009 Stock Listings/IPO The company's shares were listed in the Toronto Stock Exchange.
The company successfully implemented the introduction of three new price points,
2009 Corporate Changes/Expansions
US$1.25, US$1.50 and US$2.
2009 Corporate Changes/Expansions The company increased its number of stores to 603.
2009 Corporate Changes/Expansions The company was renamed as Dollarama Inc.
2007 Corporate Changes/Expansions The company opened its new head office in Montreal.
2007 Corporate Changes/Expansions The company opened its 500th store in Ottawa.
The company’s presence spread across 10 provinces in Canada, by store openings in
2006 Corporate Changes/Expansions
Newfoundland and British Columbia.
2005 Corporate Changes/Expansions The company opened its first stores in Saskatchewan and Alberta.
2004 Stake Sale The company sold majority stake to Bain Capital L.P.
The company expanded its presence in the Western Canadian region by opening a
2003 Corporate Changes/Expansions
store in Manitoba.
2001 Acquisitions/Mergers/Takeovers The company acquired 60 stores from BiWay chain, a bankrupt retail chain in Ontario.
1994 Corporate Changes/Expansions The company opened its first store in Ontario, Canada.
1992 Incorporation/Establishment The company was founded as Dollarama Capital Corporation.
Source: Annual Report, Company Website, Primary and Secondary Research
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