The plans to roll out the Popshelf locations came a week after Dollar Tree said it had begun shifting to a $1.25 price point for most items. The planned expansion is “incremental” to the flagship Dollar General chain, which has 18,000 locations and the potential for 13,000 more. Popshel f has 30 locations with plans for 50 by year end, 150 at the close of 2022 and the ultimate potential of 3,000 locations. Popshelf ’s annualized sales volumes for current locations is projected to be between $1.7 million and $2 million per store at average gross margins of more than 40 percent. The concept builds on the non-consumables initiative at its namesake chain that is driving “meaningful improvement” in overall gross margins, Mr. “ Popshelf aims to engage customers by offering a fun, affordable and differentiated treasure hunt experience, delivered through continually refreshed merchandise, a unique in-store experience and exceptional value,” said Jeff Owen, COO on the retailer’s third-quarter conference call.

The color scheme is a more adventurous pink and white versus Dollar General’s green and yellow. The household income target ranges from $50,000 to $125,000 compared to Dollar General’s reach into household’s $40,000 or less. Slightly larger than a traditional Dollar General at 9,000 square feet, Popshelf targets younger and more suburban women versus Dollar General’s rural and slightly older customer.

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