Sneak Peek: Dollar General’s New Retail Concept

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Dollar General will launch a new retail store concept this fall, dubbed popshelf, in which around 95% of the assortment will be priced at $5 or less.

The first two popshelf locations will open near Nashville, TN, and feature seasonal and home décor, health and beauty, home cleaning supplies, party goods, entertaining needs and more. Dollar General plans to open approximately 30 of the new concept stores in various markets by the end of fiscal year 2021. The retailer said earlier this year it remains committed to opening 1,000 new stores and 80 store relocations in fiscal 2020.

“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 (NCI), 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 and CMO. “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.”

The 9,000-square-foot popshelf store is focused on delivering continually-refreshed merchandise, seasonal specials and limited-time items, as well as a highly-curated crossover assortment of Dollar General’s private brands, many of which have been recently rebranded. 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.

Each popshelf is expected to create up to 15 new jobs. The first two locations will be located near in the Hendersonville and Clarksville communities near Nashville. Available positions for the Tennessee stores are currently available online at

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