Ross Dress for Less plans to open a store in Ala Moana Center.

The company applied this week for a building permit from the Honolulu City and County Department of Planning and Permitting. The estimated value of the store permit is $900,000.

Ala Moana Center referred questions about the new tenant to Ross. A California-based Ross representative was not readily available for comment.

Ross already has more than 10 stores on Oahu, including several in close proximity to Ala Moana Center: Seaside Avenue, Keeaumoku Street, Ward Avenue and South King Street locations.

While the store caters to discount shoppers, it has had success in higher-end markets. Thousands turned out for the grand opening of Waikiki’s first Ross Dress for Less store in 2011. The opening of Waikiki’s nearly 40,000-square-foot, two-story store represented a new foray for the aggressively expanding retailer. It was followed by 2014 store openings in Kahala Mall and at the Kukui Grove Center in Lihue, Kauai.

“I was surprised when Ross went into Kahala, but they’ve done extremely well there,” retail consultant Stephany Sofos said Wednesday.

Sofos said Ross is popular with younger high-volume customers and with older customers who want to get more bang for their buck.

“You can get a lot of stuff at Ross,” she said. “It’s going to be very popular with Ala Moana Center customers.”

Sofos said adding Ross to the tenant mix will allow Ala Moana Center to broaden its base of business.

“A lot of people have complained that there’s too much luxury there and not enough for the common person,” Sofos said. “With almost 2 million square feet of retail space to fill, they have the room to find tenants that can satisfy the needs and yens of different types of people. Ross will allow them to diversify their offerings.”