Dollar General Unveils popshelf, a New Store Concept

Dollar General announces its newest retail store concept popshelf. This new store aims to engage customers with a fun, affordable, and stress-free shopping experience where they can find on-trend seasonal and home décor, health and beauty must-haves, home cleaning supplies, party goods, entertaining needs, and much more—with approximately 95 percent of items priced at $5 or less, said the company.

The company is planning to open the first two popshelf locations near Nashville, Tennessee in the Hendersonville and Clarksville communities this fall, with current plans to have approximately 30 locations in various markets by the end of fiscal year 2021. Initial targeted customers are primarily female and are located in diverse suburban communities with a total household annual income ranging from $50,000 to $125,000.

“We are excited to introduce popshelf from a position of strength, further highlighting our innovative spirit and building on our proven track record of store format innovation,” said Todd Vasos, Dollar General’s Chief Executive Officer. “We have leveraged robust consumer insights to create a unique store that we believe will resonate with new customers while providing Dollar General with even more opportunities for growth in the years ahead.”

“Building on the success, learnings, and insights from Dollar General’s non-consumables initiative (NCI), we are excited to unveil popshelf following our work to research, create and define the brand and merchandising offerings,” added Emily Taylor, Dollar General’s executive vice president and chief merchandising officer.  “At popshelf, customers will find a differentiated retail concept that seeks to bring joy to their shopping experiences, with surprising deals in targeted non-consumable product categories. We are excited to welcome customers into these stores.”

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Dollar General said popshelf is a differentiated store and shopping experience. Each approximately 9,000 square foot popshelf store is focused on delivering a combination of continually refreshed merchandise, seasonal specials and limited-time items while also surpassing price and value expectations.

Popshelf shelves will also carry a highly curated crossover assortment of Dollar General’s private brands, many of which have been recently rebranded. Customers can enjoy popshelf’s stress-free and guilt-free shopping experience as they find the items they want while being delighted by unique special products.

Each popshelf is expected to create up to 15 new jobs. Dollar General operated 16,720 stores in 46 states as of July 31, 2020.