Dollar General launches new brand targeting affluent customers

New Popshelf stores will still have items priced at $5 or less

TRD NATIONAL TRD WEEKEND EDITION /
Oct.October 10, 2020 12:00 PM
Renderings of Popshelf (Photos via Dollar General)

Renderings of Popshelf (Photos via Dollar General)

Dollar General is launching a new brand aimed at higher-income earners — and keeping the focus away from the “dollar” in its name.

The new brand, Popshelf, will still sell inexpensive products in its stores, with most items priced at $5 or less, the Wall Street Journal reported. But the stores will carry fewer Dollar General staples (like food) and more nonconsumable items, including home decor, craft supplies, and beauty products.

Dollar General, which operates more than 16,300 stores nationwide, started working on the concept two years ago. The company has consistently been one of the top discount retailers in the country, and its sales have grown even amid the pandemic. The company looked to hire 25,000 workers early in the pandemic.

Emily Taylor, chief merchandising officer at Dollar General, said the pandemic hasn’t affected its plans for Popshelf and that “the need for this store is very relevant now and maybe increasingly so.”

CEO Todd Vasos said executives determined that a brand separate from Dollar General would help attract the more affluent customers they’ve long sought.

“There is nothing wrong with that traditional Dollar General,” he said. “But customer-facing-wise, we are going to do our best to keep those two brands separated.”

The company plans to open 30 Popshelf locations nationwide by the end of the year in suburbs of larger cities. It’s starting with two stores outside Nashville, Tennessee. [WSJ] — Dennis Lynch 


Related Articles

arrow_forward_ios
J.C. Penney at the Westfield South Shore mall in Long Island and  J.C. Penney CEO Jill Soltau (Google Maps; Getty)

J.C. Penney to keep Bay Shore outpost open for now

J.C. Penney to keep Bay Shore outpost open for now
Eugene Diaz, Edwin Cohen, Tatsuyuki Yasuno, and the building

Pharma firm signs 332K-sf lease in what appears to be NJ’s biggest office lease of the year

Pharma firm signs 332K-sf lease in what appears to be NJ’s biggest office lease of the year
KBS sells Florham Park office buildings for $311M

KBS sells Florham Park office buildings for $311M

KBS sells Florham Park office buildings for $311M
The Home Depot in Lodi

Home Depot-anchored property trades for $53M in Lodi

Home Depot-anchored property trades for $53M in Lodi
Greenwich office and retail complex trades for $67M

Greenwich office and retail complex trades for $67M

Greenwich office and retail complex trades for $67M
Concept plans for 'The Halo' at 289-301 Washington Street and Meridian Capital Investment's David Schechtman - provided by Meridian Capital Investments/ Minno Wasko

Developer seeks $40M for Opportunity Zone site in downtown Newark

Developer seeks $40M for Opportunity Zone site in downtown Newark
Gosman's Dock in Montauk

This East End icon might finally be closing in on a sale

This East End icon might finally be closing in on a sale
Another day, another big development deal in New Rochelle

Another day, another big development deal in New Rochelle

Another day, another big development deal in New Rochelle
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...