I suspect new owners took possession of the store and re-named it. The aisles have remained the same but the merchandise is one rung above its predecessors. It's very neatly and cleanly laid out, so it's visually appealing and a delight to shop.
If you live in the neighbourhood and don't have time to go to the massive Dollarama store at Yonge + College, then this place serves you well.
Note also that this is not dollarama, the merchandise is anywhere between $1.49 to $18. It's just a wise expenditure of your hard earned dollar to buy it here.