Dollar General is planning significant expansion for 2021, including opening 1,050 new stores, remodeling 1,750 existing locations and relocating 100 stores. The discount retailer also will build on the success of its new pOpshelf store concept with 50 independent locations (up from a previously planned 30) and 25 store-within-a-store concepts. Dollar General sees room for approximately 3,000 pOpshelf stores in the continental U.S.
Dollar General opened the first five pOpshelf stores in late 2020. The shops focus on a rotating selection of seasonal merchandise, with about 95% of items priced at $5 or less. The store-in-a-store version will be prominently positioned at the center of existing Dollar General locations, which will be rebranded with both Dollar General and pOpshelf signage on exterior entrances.
The demographics targeted by pOpshelf have incomes in the range of $50,000 to $75,000, compared to $35,000 to $40,000 for Dollar General’s flagship stores. By combining the two store concepts in one location, Dollar General is aiming to serve both demographics at once.
“From these initial stores, our goal is to test, learn and ultimately expand to more locations over time as we look to leverage the unique strengths of these complementary formats, and build on our early success with pOpshelf by making it more available to a broader range of customers,” said Jeff Owen, COO at Dollar General during an investor call.