Thousands turned out for the grand opening of Waikiki’s first Ross Dress for Less store and many waited in lines at least 100 people deep to make their discount purchases in a brand-new megastore instead of in the neighborhood’s smaller mom-and-pop operations.

More than 500 shoppers and gawkers were already lined up outside of the store by its 9:30 a.m. opening.

The opening of the nearly 40,000-square-foot, two-story Waikiki store in the old Waikiki I and II Theatres fills a space left vacant for more than eight years and represents a new foray for the aggressively expanding retailer, which opened up new stores in Kona last year and Kapolei two years ago.

"This location was empty for eight and a half years, and Ross saw the vision that even though it’s off the primary area, it still is close enough that the tourists can find them," said Stephany Sofos, a Waikiki-based appraiser and retail consultant.

Ross’ chosen location on Seaside Avenue, a secondary retail corridor in Waikiki, will put a lot of pressure on retailers in the International Market Place and on the various mom and pops that sell tiki dolls, beach towels and sun mats, she said. Fallout from the competition also could spur Waikiki landlords to reduce rents across the board, Sofos said.

"The smaller guys could piggyback off of Ross, but more often than not in this situation, they become collateral damage," she said. "To survive, they’ll have to get more in tune with providing excellent service."

While Ross’ move into Waikiki could upset some smaller businesses, it’s going to be really good for consumers, she said.

"The 37,000 people that live in Waikiki, the 15,000 that work there and the 75,000 or so that visit each day will benefit from the convenience of having a megastore there in that price point," Sofos said. "They are adding about an acre of new discount retail. People in Waikiki are always complaining that everything is so expensive, so this is really huge for them."

Crowded conditions during Friday’s opening could not keep siblings Scott and Melanie Mikasa away.

"We both work in Waikiki so this was really convenient," Melanie Mikasa said, adding that both were impressed with the store’s expansive layout and large selection.

While brother Scott was enamored with $12 Polo shirts, Mikasa said she was eyeing keiki clothes.

"Prices here are way cheaper than Macy’s," Scott said, holding up a blue-plaid find, one of about six long-sleeved shirts and a jacket that he hopes to buy for an upcoming trip to Vegas.

The store is going to be popular with tourists, too, he said.

"I transport a lot of Australians at work and they think nothing of paying $250 for jeans," Mikasa said. "When I tell them about this place, they’ll go crazy. Some of them will probably come here instead of the outlets at Waikele."

While the opportunity for a bargain did indeed lure Kate Fleming, a visitor from Sydney, Australia, into the store, she said the wait was off-putting.

"So far I’ve been queued up for more than 30 minutes and I’ve only moved a little bit," Fleming said.

Fleming, who was loaded down with coffee cups and a handbag that had caught her eye, said Ross piqued her interest because there are not any discount stores of its scale in Australia.

"Some things are definitely cheaper here," she said. "Clothes are a good buy. However, if the line doesn’t move soon, I may be leaving."