Unlike many retailers, Dollar General has proved largely immune to theon brick-and-mortar stores. Now the discount chain is shrugging off the pandemic to launch a new line of stores geared to less budget-mind shoppers.
The Tennessee company said Thursday that it will debut the new store concept, called Popshelf, with two locations opening near Nashville on October 29. It plans to have about 30 locations in various markets by the end of 2021.
Unlike Dollar General, which mostly sells necessities including food, snacks and cleaning supplies, Popshelf will sell beauty products, home decor, party supplies and other discretionary items. Still, the emphasis will remain on affordability — most products will sell for $5 or less.
The new chain’s target audience will initially skew female, with the outlets located in suburban markets with household incomes ranging from $50,000 to $125,000. The modest-sized stores, which will run roughly