Dollar General unveils its first store-in-store concept

Dollar General popshelf

Dollar General Corp. is taking its pOpshef retail format in house, to its larger format DG Market stores.

The discounter for the first time combined its DG Market Format with its pOpshelf offering, opening two stores in the Nashville, Tenn., area (Hermitage and Whitehouse). Dollar General launched pOpshelf in October 2020, and has since opened 16 locations in three states. Stores are currently under construction in Mobile and Foley, Alabama,  and Aiken and Columbia, South Carolina.

[Read More: First Look: Dollar General launches new, more upscale store]

The retailer plans to have approximately 25 Dollar General and pOpshelf combination stores, as well as up to an additional 50 pOpshelf freestanding locations in various markets by the end of fiscal year 2021.

pOpshelf is designed to make the shopping experience “fun” and "affordable,” with the vast majority of items priced at $5 or less. Stores are bright and colorful, with a treasure hunt sort of ambience. The merchandise offering is updated frequently and includes on-trend seasonal and home décor, health and beauty must-haves, home cleaning supplies, household and specialty items, toys, arts and crafts and party planning and home entertaining supplies.

“We are thrilled to enhance our customers’ shopping experiences through our new DG Market + pOpshelf store-within-a-store concept, which further demonstrates our innovative spirit and track record of format development,” said Todd Vasos, Dollar General’s CEO. “Through this combined format, we aim to deliver the value and products customers trust from a DG Market with the continually-refreshed merchandise including beauty and seasonal products, home décor and arts and crafts through pOpshelf.”

Dollar General is on track to open a total of 1,050 new stores, remodel 1,750 locations and relocate 100 stores in 2021. Its net income for the quarter ended April totaled $677.7 million, or $2.82 per share, up from $650.4 million, or $2.56 per share, in the year-ago period. 


The company operated 17,426 stores in 46 states as of April 30, 2021.


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