Dollar General outlines major expansion plans and focus on upscale brick-and-mortar concept

Thursday, Mar 25, 2021

Dollar General has outlined a major growth initiative for its new brick-and-mortar concept, Popshelf. Popshelf is a Dollar General retailer that features seasonal home décor, beauty products, home cleaning supplies, party goods and more to provide an affordable, fun shopping experience. 

Popshelf debuted in 2020 and will be a continued focus for Dollar General throughout this year. This includes consistently updating merchandise and differentiating their in-store experience, with nearly 95% of items priced at $5 or less. The concept provides an experiential setting that is aimed to elevate the shopping experience and bring joy to consumers. Success with the Popshelf brand has allowed Dollar General to focus their initiatives on an adjusted growth plan that is up significantly from previous projections. 

“We are now targeting to have a total of up to 50 Popshelf stores opened by year-end compared to our previous goal of about 30 total locations. In addition, we also plan to incorporate this concept in up to 25 Dollar General stores in 2021l,” said Chief Operating Officer, Jeff Owen.

There are endless opportunities for Popshelf to expand as a standalone store and at the center of Dollar General shops. This could potentially lead to 3,000 total locations, with over 1,000 opportunities available for its store format. 

Dollar General has plenty of its own growth plans as well. After receiving a strong Q4 sales report, the brand has revealed aggressive expansions for their brick-and-mortar footprint. Dollar General will open 1,050 stores during the fiscal year. The retailer will also remodel 1,750 stores and relocate 100.

“Overall, Dollar General’s real estate pipeline remains robust and we are excited about the significant new store opportunities ahead,” added Owen.

Looking ahead, Dollar General is predicting over 17,000 new store opportunities across concepts. This is a tremendous growth initiative for Dollar General and reveals strong optimism for all of brick-and-mortar retail.

“When taken together, we estimate there are a total of approximately 17,000 new store opportunities available across our format types which we believe represents a long runway for new unit growth,” Owen said.

Source: Dollar General Expansion – Store Brands, Dollar General Popshelf – Store Brands
Photo Credit: Dollar General Popshelf – Store Brands

About Dollar General Corporation
Dollar General Corporation has been delivering value to shoppers for more than 80 years. Dollar General helps shoppers Save time. Save money. Every day.® by offering products that are frequently used and replenished, such as food, snacks, health and beauty aids, cleaning supplies, basic apparel, housewares and seasonal items at everyday low prices in convenient neighborhood locations. Dollar General operated 17,177 stores in 46 states as of January 29, 2021. In addition to high-quality private brands, Dollar General sells products from America’s most-trusted manufacturers such as Clorox, Energizer, Procter & Gamble, Hanes, Coca-Cola, Mars, Unilever, Nestle, Kimberly-Clark, Kellogg’s, General Mills, and PepsiCo. Learn more about Dollar General at

SREG's operational & investment Insight, Expertise & Experience

Find out how SREG's unparalleled level of service, unprecedented expertise, and in-depth industry insight can transform your assets and create significant real estate value.

Subscribe to SREG's The Deal

Your privacy is extremely important to us. We will not share, sell or distribute your information outside our company.

Subscribe to SREG's The Deal

Your privacy is extremely important to us. We will not share, sell or distribute your information outside our company.