Dollar General announced the launch of Popshelf last year to target women shoppers in “diverse suburban communities” with income ranging from $50,000 to $125,000. As such, it allows Dollar General to capture sales from a customer outside its traditional core.
Its merchandising approach includes “a combination of continually-refreshed merchandise, seasonal specials and limited-time items.” With most items priced below $5, it spans seasonal, home decor and beauty products, as well as cleaning supplies and party goods.
On Thursday, CEO Todd Vasos told analysts that the early results from Popshelf stores “far exceeded our initial expectations for both sales and gross margin.” That performance prompted the retailer’s accelerated expansion of Popshelf “as we look to capitalize on the significant growth opportunity we see for this differentiated concept,” Vasos said.
Source: Retail Dive
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