Kamofie & Co. sold the store's surveillance video to a celebrity show for a reported $35,000. It aired Monday.
The video is key evidence in determining whether Lohan is guilty of felony grand theft.
The actress pleaded not guilty to the charges and is due back in court Thursday. Lohan's attorney will tell a judge whether she will accept a plea deal that guarantees a jail sentence.
Christopher Spencer, a spokesman for Kamofie & Co., said they sold the tape because of all the media inquiries the store receives.
"A flood of requests to release this tape and to provide images from it," Spencer said.
Asked how many requests, he said "Thousands. This morning alone I received 300."
The store sold it to the Associated Press, which then licensed it out. "They wouldn't have been able to sell the video had there not been charges made," said Stan Goldman, a defense lawyer and professor at Loyola Law School. "Because there were charges made, now they have some valuable items here and a lot of publicity for their store."
Spencer would not confirm a dollar amount paid for the 45-minute tape.
The Associated Press contributed to this story.