Dollar General is expanding into a higher-end market.
The discount chain has announced it will launch a new concept store entitled Popshelf, which will mostly feature goods priced under $5.
“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!” the company said in a press release.
Each store is expected to be about 9,000 square feet and will also include merchandise from Dollar General’s private labels, reported CNBC.
“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.”
The first two stores are set to open in Nashville in the next few weeks. By the end 2021, the company expects to have 30 locations in different markets.
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Popshelf is looking to target women in suburban areas with household incomes between the $50,000 to $125,000, the company said.
Dollar General currently has over 16,000 stores in mostly rural areas across 46 states.
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