What Does Dollarcity Do?

Total employees2834
HeadquartersPanama City
Founded2009

Dollarcity is a rapidly growing Latin American value retailer offering a wide assortment of general merchandise, consumables, and seasonal items at fixed price points (primarily up to US$4.00 or the local currency equivalent). With a strong and expanding presence in El Salvador, Guatemala, Colombia, and Peru, Dollarcity aims to provide customers with compelling value in conveniently located stores. The company was founded in El Salvador in 2009 and has been majority-owned (50.1%) by Canadian discount retailer Dollarama Inc. since 2019.

Where Is Dollarcity's Headquarters?

HQ Function

The headquarters in Panama oversees strategic planning, finance, international supply chain management, IT infrastructure, legal affairs, and overall corporate governance for Dollarcity's operations in its various markets.

Notable Features:

Likely housed in a modern office building equipped with facilities to support international business operations and collaboration between country teams. Specific architectural details are not publicly promoted.

Work Culture:

Characterized by a dynamic, fast-paced, and results-driven environment, typical of the value retail sector. There is a strong emphasis on growth, operational efficiency, cost-effectiveness, and cross-cultural collaboration due to its diverse multinational workforce and market presence.

HQ Significance:

The Panama headquarters is strategically important due to its geopolitical location, offering a stable, logistically advantageous, and business-friendly environment. This facilitates effective management of operations across various Latin American markets and seamless liaison with its majority owner, Dollarama.

Values Reflected in HQ: The headquarters' operational focus and likely design reflect Dollarcity's core values of efficiency, strategic growth, international cooperation, delivering value, and maintaining agility in a competitive market.

Location:

Dollarcity's operational footprint is concentrated in Latin America, where it has established a significant and continuously expanding retail presence in El Salvador, Guatemala, Colombia, and Peru. Its global functions, coordinated from the corporate headquarters in Panama and supported by dedicated country-specific offices, encompass international product sourcing (often leveraging Dollarama's scale), comprehensive supply chain management, retail operations strategy and execution, merchandising and category management, localized marketing and brand development, financial oversight and control, and human resources management tailored to the specific legal and cultural contexts of each market.

Street Address:

Business District, Panama City (Specific public street address not widely detailed)

City:

Panama City

State/Province:

Panama Province

Country:

Panama

Where Else Does Dollarcity Operate Around the World?

Bogotá, D.C., Colombia

Address: Likely located in a commercial or industrial zone such as Zona Industrial Montevideo, Bogotá (Specific public address not widely detailed)

To spearhead Dollarcity's continued growth and operational excellence within the Colombian market, adapting the company's unique value proposition to meet local consumer demands and effectively navigate the competitive retail landscape in this major South American economy.

Santa Tecla, La Libertad, El Salvador

Address: Carretera Panamericana, near industrial parks in Santa Tecla/Merliot area (General operational area for warehousing and national distribution)

To maintain and optimize retail operations and supply chain efficiency in El Salvador, ensuring a strong and consistent brand presence and customer service in one of its earliest and most established markets.

Buying Intent Signals for Dollarcity

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Who's Leading Dollarcity? Meet the Executive Team

As of April 2025, Dollarcity' leadership includes:

Rogelio Sánchez - Chief Executive Officer, Dollarcity
Marco Andres Baldocchi Kriete - Founder and Board Member
Gonzalo Gaitan - Chief Financial Officer, Dollarcity

Who's Investing in Dollarcity?

Dollarcity has been backed by several prominent investors over the years, including:

Dollarama Inc. (Canadian value retailer, holds a 50.1% majority stake)
Original founding shareholders of Dollarcity (hold the remaining 49.9% stake)

What Leadership Changes Has Dollarcity Seen Recently?

Hire0
Exits0

As a majority-owned subsidiary, specific high-profile executive changes at Dollarcity are not always broadly publicized as standalone announcements. Such changes, if significant, may be communicated as part of internal structuring or within Dollarama's investor relations updates concerning its Latin American segment. No major, widely publicized standalone announcements regarding Dollarcity executive hires or exits have been prominent in the general news flow over the last 12 months.

Departures

N/A, There have been no widely publicized executive departures specifically from Dollarcity that were announced in the past 12 months.

New Appointments:

N/A, There have been no widely publicized new executive appointments specifically at Dollarcity that were announced in the past 12 months.

What Technology (Tech Stack) Is Used byDollarcity?

Discover the tools Dollarcity uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

Dollarcity Email Formats and Examples

While Dollarcity's precise internal email format is not publicly confirmed, multinational corporations of its scale typically adopt standardized email address patterns for professional communication. Common formats often include a combination of the employee's first and last name.

[finitial][lastname]@dollarcity.com (e.g., jdoe@dollarcity.com) or [firstname].[lastname]@dollarcity.com (e.g., jane.doe@dollarcity.com)

Format

rsanchez@dollarcity.com or rogelio.sanchez@dollarcity.com

Example

75%

Success rate

What's the Latest News About Dollarcity?

Reuters / Yahoo FinanceJune 5, 2024

Dollarcity's strong performance contributes to Dollarama's Q1 revenue beat

Dollarama Inc., Dollarcity's Canadian parent company, surpassed first-quarter revenue estimates, partly fueled by the robust performance and continued expansion of its Dollarcity international segment. Dollarcity's sales saw a notable increase of 14.7%, and the chain added 13 net new stores during the quarter, bringing its total to 554 stores across Latin America....more

GlobeNewswire / MarketScreenerApril 4, 2024

Dollarcity demonstrates strong full-year growth in Dollarama's Fiscal 2024 results

Dollarama's Fiscal 2024 financial report highlighted a significant 21.5% increase in sales for its Dollarcity segment over the full year. This impressive growth was driven by the opening of 84 net new stores and a 10.9% rise in comparable store sales. Dollarcity has a long-term target of reaching 850 stores by the year 2029....more

Valora Analitik (Colombian financial news outlet)February 20, 2024

Dollarcity announces plans for further store expansion in Colombia throughout 2024

Dollarcity is set to continue its aggressive expansion strategy within the Colombian market, with official plans to inaugurate more store locations across the country during 2024. The company aims to solidify its market position in Colombia by significantly increasing its retail footprint and making its affordable product range accessible to a broader customer base....more

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