What is popshelf?

popshelf is a retail chain owned by Dollar General. It is designed to appeal to a more affluent, suburban customer base than Dollar General's traditional stores.

Here's some key information about popshelf:

• Target Audience: It primarily targets women in suburban areas with a higher disposable income than Dollar General's typical customers.
• Product Offering: popshelf focuses on providing a curated selection of on-trend and seasonal merchandise, including home decor, beauty products, party supplies, toys, and arts and crafts. A small selection of cleaning supplies and food items are also available. The merchandise is generally priced higher than Dollar General's offerings, but still within a value-oriented range.
• Store Design: The stores are designed to be visually appealing and inviting, with brighter lighting, wider aisles, and more attractive displays than traditional Dollar General stores. The overall aesthetic is intended to be more boutique-like and encourage browsing.
• Growth and Expansion: popshelf is a relatively new concept, with the first stores opening in 2020. Dollar General plans to continue expanding the popshelf brand, opening new locations in various markets.
• Combination Stores: Some locations combine popshelf and Dollar General stores into one location, often called "DG Market + popshelf". This is designed to cater to a wider range of customers in a single location.
• Pricing: While offering lower prices than department stores, it has higher pricing compared to dollar stores.