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Dollar General to launch new ‘Popshelf’ stores aimed at suburban shoppers

Most items sold will cost $5 or less

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Photo (c) gilaxia - Getty Images
Dollar General has announced that it will launch a number of new stores geared primarily towards women in suburban areas. 

The stores, called Popshelf, will sell items in categories such as home decor, cleaning supplies, beauty products, and party goods. The target market will have an annual household income ranging from $50,000 to $125,000, the company said. 

Approximately 95 percent of the items sold at Popshelf will cost $5 or less. To keep customers coming back, the company said merchandise will be “continually refreshed” and seasonal specials will be offered.

The discount retailer said Popshelf “aims to engage customers with a fun, affordable and stress-free shopping experience where they can find on-trend seasonal and home décor, health and beauty must-haves, home cleaning supplies, party goods, entertaining needs and much more.” 

The first two Popshelf stores will open near Nashville, Tennessee in the coming weeks. By the end of 2021, Dollar General plans to have opened about 30 Popshelf stores. 

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