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07/29/2021

Dollar General Debuts Store-Within-a-Store Concept with pOpshelf

Dollar General has introduced two locations with a store-within-a-store concept, featuring combined offerings of a DG Market and pOpshelf shop.
DG store

Dollar General first announced pOpshelf as a concept in October 2020 and has since opened 16 stand-alone stores in three states. The dual-store concept is currently open in two Nashville, Tennessee, stores.

“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, CEO of Dollar General. “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. We have been pleased with customers’ positive initial reactions, and we look forward to welcoming additional customers to experience our newest format.”

Executive Summary

Dollar General is not the only retailer to test out a store-within-a-store recently. Kohl’s began rolling out a partnership with Sephora to place beauty shops at the front of some locations. The deal is also similar to Target’s partnership with Ulta Beauty. Both deals reveal the appeal of a recognizable beauty assortment that can bring customers through the doors. 

For Dollar General, pOpshelf offers a curated shopping experience for customers, with on-trend seasonal and home décor, health and beauty must-haves, home cleaning supplies, household and specialty items, arts and crafts, party planning and entertaining needs, toys and more--with the majority of items priced $5 and under. 

 

Exec summary

The discount retailer plans to open 25 more locations of the combined DG Market and pOpshelf stores, plus another 50 pOpshelf stores by the end of fiscal year 2021. Dollar General is hosting a grand opening party at both Nashville locations on July 31, offering the first 100 adult shoppers a $10 gift card, as well as free coffee and food.