Because the world is drowning in crap. You don’t need to sell the kind of cheap junk that no one can do anything with or that doesn’t work, even to those who want it.
It’s a completely different matter that if the concept is being changed into something entirely new, then what was actually being paid for when the chain was bought. It was hardly worth paying the purchase price for Dollarstore just for a brand that is being overhauled and for the leasehold rights of the retail locations.
On another note. One thing I like about Tokmanni is the naming policy and branding of its private labels. For example, I came across this news in Google’s recommendations:
The Pola brand has, of course, been used by Tokmanni for a long time, but regardless, reviving it and some other traditional Finnish brands sounds like a smart move. Criticism can, of course, be leveled at the fact that an iconic Finnish brand from past decades has been harnessed as a logo for production in the Far East. But that’s largely what the likes of Finlayson and Marimekko are too.