Now, the company will expand its push to win wealthier customers in the suburbs using a new store model and name: Popshelf.Dollar General said Thursday it will open 1,000 Popshelf stores over the next four years. The retailer first introduced the concept last year and has 30 Popshelf stores today. Dollar General hopes the new concept will help it attract different customers than its traditional base of rural shoppers making about $40,000 a year.
The brand expansion also comes as Dollar Tree ends its 35-year strategy of selling everything for $1, which some analysts said risks alienating customers.Read MoreDollar General executives said during an earnings call Thursday that they were accelerating their Popshelf strategy because the initial stores were exceeding expectations and were not taking away sales from its main banner.
I will make sure to avoid Popshelf and will keep shopping at Aldi, where you can get brand-quality products at generic-brand prices
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