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Dollar General targets suburban shoppers with popshelf

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GOODLETTSVILLE, Tenn. – Dollar General Corp. today unveiled its newest retail store concept, popshelf, which aims “to engage customers with a fun, affordable and stress-free shopping experience.”

The first two popshelf stores will open this fall near Nashville, Tenn., each about 9,000 square feet in size and offering a continually refreshed assortment that includes seasonal specials and limited-time items. The vast majority of the merchandise will be priced at $5 or less.

Dollar General aims to have 30 popshelf stores up and running in suburban communities by the end of fiscal 2021 and primarily serving female shoppers living in households with annual incomes ranging from $50,000 to $125,000.

The fast-growing retailer operates more than 16,700 stores across 46 states, many serving rural and exurban communities.

“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,” says 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.”
Popshelf shelves will carry a highly-curated crossover assortment of Dollar General’s private brands, many of which have been recently rebranded. Shoppers can expect to find on-trend seasonal and home décor, health and beauty items, home cleaning supplies and party goods.

“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,” says 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.”


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