Dollar General is Launching a New Store Called Popshelf

The Tennessee-based discount retailer Dollar General is launching a new store aimed at wealthier customers, called Popshelf, CNBC reported. Most items will cost $5 or less, and it will offer home decor, beauty items, cleaning supplies, party goods and more. Each Popshelf store will be about 9,000 square feet, and its merchandise will include some of Dollar General’s private labels.

The first two Popshelf stores will open in the Nashville area over the next few weeks, and Dollar General plans to launch about 30 locations by the end of next year. According to CNBC, Popshelf will be geared toward women who have an annual household income ranging from $50,000 to $125,000, and live in suburban areas. It was also reported that the merchandise will be switched frequently to surprise customers.

Total Retail's Take: Dollar General's store count and sales have been growing steadily and rapidly since before the pandemic hit. It currently has more than 16,700 stores in 46 states. As more consumers become conscious of their spending, a new store like Popshelf might catch their eye. Even though Popshelf is aimed at a "higher end" consumer than Dollar General's traditional locations, its merchandise is still in a price range that more people might be comfortable with in a post-COVID world. And in the process, it expands Dollar General's target audience, potentially paving the way for continued growth.