Dollar General launches new brand targeting affluent customers

Dollar General is launching a new brand aimed at higher-income earners — and keeping the focus away from the “dollar” in its name. The new brand, Popshelf, will still sell inexpensive products in its stores, with most items priced at $5 or less, the Wall Street Journal reported. But the stores will carry fewer Dollar General staples (like food) and more nonconsumable items, including home decor, craft supplies, and beauty products. Dollar General, which operates

source https://therealdeal.com/2020/10/10/dollar-general-launches-new-brand-targeting-affluent-customers/