Dollar General is shaking up the dollar store vertical and going upscale — at least as upscale as $5 will get you. The focus of the shake-up is “popshelf,” a spin-off brand said to target well-to-do suburbanites by offering home goods and toys for five dollars or less.
It’s a bold move amid the bloodbath of store closures. But Dollar General is clearly not your average retailer. “We are excited to introduce popshelf from a position of strength,” said Dollar General CEO Todd Vasos in a press statement.
Indeed, the numbers back up Vasos’ claims, certainly from an investment standpoint. According to Retail Brew, Dollar General enjoyed a 19 percent spike in sales from the f
