Dollar General Unveils New Retail Store Concept: popshelf

Goodlettsville, Tenn. — Dollar General has unveiled 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% of items priced at $5 or less. The first two popshelf locations will open near Nashville, Tenn., this fall.

“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, CEO of Dollar General. “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.”

Adds 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.”

Although grounded in the extensive NCI merchandising learnings and real estate and operational excellence at Dollar General, 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.

Following popshelf’s first two debuts near Nashville, Tenn., in the Hendersonville and Clarksville communities, Dollar General aims to have approximately 30 popshelf 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.

Dollar General operated 16,720 stores in 46 states as of July 31, 2020. For more information, visit



SOURCE: Dollar General Corporation

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