Since when was Dollarama a "coveted brand"?

Dollarama store location, Park Royal Shopping Centre, West Vancouver, BC

Dollarama store location (Detail), Park Royal Shopping Centre, West Vancouver, BC

According to the Park Royal Shopping Centre website, "Our curated mix of over 280 shops, restaurants and services offers the most coveted brands in the city.  And our shopping environment is second to none.  We invite you to step into our beautiful world." (Source: http://www.shopparkroyal.com/about)

Since when is a dollar store one of the "most coveted brands in the city"?

Park Royal is now the second largest shopping centre in British Columbia, and has some of the best upper end retailers around. So why a dollar store? I know that this has become an important niche for any mall, and as Dollarama is one of the best dollar store chains in Canada, and certainly the largest, it is not surprising that a location is going into this mall.