Dollar General Testing Popshelf Retail Concept

Dollar General is rolling out its newest retail store concept, popshelf, which looks to compete with retailers such as Five Below. The company said the new store aims to engage consumers with a fun, affordable shopping experience where they can find on-trend seasonal and home décor, housewares, health and beauty, home cleaning supplies, party goods, entertaining needs and more, with approximately 95% of items priced at $5 or less.

The first two popshelf locations open near Nashville, Tennessee, this fall, in the Hendersonville and Clarksville communities. Current plans call for approximately 30 locations in various markets by the end of fiscal year 2021.

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, the company said. Popshelf shelves will also carry a curated crossover assortment of Dollar General’s private brands, many of which have been recently rebranded.

“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 CEO. “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, 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 evp/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.”