Uniform pricing is what excites the consumer in Dollarstore.

October 4, 1999 "Before, they associated dollar stores with inexpensive, cheap merchandise," says Rex Mehta, founder and president of Dollarstore Inc. an e-commerce pioneer who established portal Web sites four years before today's Internet became popular. "Now it's inexpensive but quality merchandise. You have imported products, of course, but also you have some brand name items in there.