Early results for Dollar General's play for an even wider customer base are in, and according to CEO Todd Vasos, they exceeded all the retailer's expectations. Popshelf is a store concept aimed at suburban communities, specifically women with incomes between $50,000 and $125,000. Its merchandising approach also differs from the traditional Dollar General store, with an emphasis on seasonal and limited-time items. The response has been highly positive, so Dollar General is accelerating expansion of the Popshelf concept. Instead of the 30 new Popshelf stores the retailer had originally planned for this year, Dollar General will open closer to 50. And that is just the beginning.
In all, Dollar General estimates it could add up to 3,000 additional Popshelf stores in the continental U.S.