National

Retail

Opinion

The Reject Shop rebrand is killing something that only works in Australia

Jen Vuk Writer September 17, 2025 — 7.30pm

An iconic Aussie brand, a budget battler’s sanctuary and a brilliant photo op – it’s no surprise that the $259 million takeover of The Reject Shop by Canadian retailer Dollarama earlier this year sent ripples of anxiety up and down budget aisles nationwide.

Then a week or so ago, Dollarama chief executive Neil Rossy popped up in the media again – this time keen to share his “vision” for the chain’s 390-plus stores, which included removing the familiar red-and-yellow iconography and replacing it with a green-and-gold palette and shiny new name: Dollarama – effective immediately.

It didn’t take long for those ripples to turn into a giant wa

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