Report: Dollar General Testing New Urban Store Concept

As it continues to expand and open more stores beyond its rural community base, Dollar General is eyeing a new urban store concept dubbed DGX, according to a recent Bloomberg article.

The DGX store is about half the size of Dollar General’s standard 9,000-square-foot stores; the report described the concept as part drug store, convenience store and corner grocer. The company opened a DGX in Philadelphia last year, as well as in Raleigh, North Carolina, and another in Nashville, Tennessee.

According to the report, Dollar General CEO Todd Vasos said he sees an opportunity in urban, Millennial shoppers, who are settling down and looking for reliable, affordable places to shop. With the company’s goal of opening another 13,000 U.S. stores on top of its existing 15,000, the retailer is looking to broaden its appeal to urban shoppers and move into more metro markets, the report said.