Popshelf, Dollar General’s new $5-and-under retail outlet, is brushing aside any notion that brick-and-mortar chains are on the way out. In fact, analysts Adweek spoke with say the store concept comes at the right moment in these uncertain economic times.
The first two Popshelf stores will open outside of Nashville. Tenn., this fall. Goodlettsville, Tenn.-based Dollar General plans to have approximately 30 Popshelf locations by the end of fiscal year 2021. A spokesperson declined to comment on additional markets.
Focused on categories like décor, health, beauty, cleaning and entertaining, 95% of the items Popshelf carries will be priced at $5 or less with “a complement of extreme value items priced above $5.” Popshelf stores will be around 9,000 square feet, slightly larger than most dollar stores, but one-tenth the size of the average Walmart at 107,000 square feet.
This makes Popshelf a close retail parallel to Five Below, another value