NEW YORK - While Dollar Stores were thriving during the economic downturn, they continue to resonate among consumers €" even the wealthy €" leveraging recent makeovers that have spruced up their image and added more compelling merchandise, AOL Money & Finance reports.

"At the start of the recession, they decided they didn't want to be recession-dependent retailers, but that they would become mainstream," said Dave Marcotte, senior vice president of market research and retail consultancy Kantar Retail.

The strategy is paying off. Last week, the company announced plans to open 625 stores this year, noting its fastest growing customer segment is shoppers who earn more than $70,000 a year.

While dollar stores traditionally sold generic goods, they have been making a concerted effort the past few years to upgrade their product mix with brand names like Tide and Kellogg€™s.

"The addition of national brands brings consistency to the merchandise mix and appeals to brand-conscious consumers," said Deborah Weinswig, a retail analyst with Citi.

They€™ve also standardized their inventories so that consumers can expect more consistency while shopping and improved their food and consumables offerings.

"They've added coolers, quick prep, and ready-to-eat food," Weinswig said.

The upgrades are poised to "have the greatest impact on the food and drug retailers, as the dollar stores' convenience and competitive pricing gives consumers another option for making convenient purchases," according to Weinswig's Citi report, "Dollar Stores Well Positioned for Success."