What Is the New Name for Dollar General?

What is the new name for Dollar General? The retail landscape is abuzz with curiosity as Dollar General, the household name synonymous with budget-friendly shopping, undergoes a significant transformation. In this blog, we are going give brief information about Dollar General. Then, we are going to answer the above asked question i.e. “What is the new name for Dollar General?” in detail. Lastly, we are going to explain the challenges & opportunities associated with Dollar General’s transformation into pOpshelf.

Information About Dollar General

Dollar General, headquartered in Goodlettsville, Tennessee, is a chain of stores known for making everyday shopping easy. With more than 19,400 stores in 48 states, the District of Columbia, and Mexico, Dollar General offers a wide variety of products at consistently low prices. Here’s what you should know about Dollar General:

Store Network:

  • Dollar General has about 19,643 stores in the continental United States and Mexico.
  • It operates 17 distribution centers across 16 states.
  • Since 2017, Dollar General has expanded its presence to states like North Dakota, Wyoming, and Washington.

Product Categories:

Dollar General offers a range of items for different needs, including:

  • Food and Beverage: Groceries and snacks.
  • Cleaning and Household Supplies: Things you need every day.
  • Beauty and Personal Care: Affordable skincare and makeup.
  • Health and Wellness: Products for staying healthy.
  • Toys and Electronics: Affordable options for entertainment.
  • Apparel: Clothes for the whole family.
  • Office and School Supplies: Pens, paper, and more.


  • Dollar General’s goal is to help customers save time and money every day.
  • They achieve this by offering well-known brands at affordable prices in stores and online.

Whether you’re stocking up on essentials or looking for budget-friendly options, Dollar General is a popular choice for shoppers across the United States and beyond.

What’s the New Name for Dollar General?

Dollar General, the well-known retail chain recognized for its small-town stores serving budget-conscious shoppers, has recently made a big change. The company has introduced a new store model and name: pOpshelf. Let’s explore the details of this significant transformation:

Target Audience

pOpshelf is aimed at attracting a different group of shoppers compared to Dollar General. Instead of focusing solely on rural areas and lower-income customers, pOpshelf is tailored for wealthier shoppers living in suburban neighborhoods. The target demographic includes women with household incomes ranging from $50,000 to $125,000 per year. This shift in focus allows Dollar General to expand its customer base and appeal to a more diverse audience.

Store Model

pOpshelf stores have a different look and feel compared to traditional Dollar General locations. While Dollar General primarily offers everyday essentials like food and household items, pOpshelf offers a different mix of products. You’ll find home decor, party supplies, toys, and beauty products—all priced at $5 or less. The layout and design of pOpshelf stores are also designed to attract a more upscale clientele.

Product Assortment

The selection at pOpshelf focuses more on non-food items compared to Dollar General. Customers browsing the shelves will discover a range of products beyond just groceries. From trendy home decorations to affordable beauty items, pOpshelf aims to provide value while maintaining quality. This curated collection caters to the preferences of suburban shoppers looking for both practical and indulgent purchases.

Expansion Plans

Dollar General has big plans for pOpshelf’s future. The company aims to open 1,000 pOpshelf stores within the next four years, showing its commitment to this new direction. With already 30 pOpshelf locations up and running, Dollar General’s growth strategy for pOpshelf has been positively received. Importantly, the expansion of pOpshelf isn’t taking away sales from Dollar General’s main stores, indicating the success of this innovative approach.

In conclusion, Dollar General’s transformation into pOpshelf is a strategic move to diversify its customer base, reach suburban markets, and offer a unique shopping experience. By embracing this change, Dollar General aims to stay competitive and relevant in the ever-changing retail landscape.

Challenges and Opportunities for Dollar General’s Transformation Into pOpshelf

Dollar General, the familiar budget-friendly retailer, has embarked on a fascinating transformation with its pOpshelf stores. Let’s explore the challenges and opportunities associated with this shift.


  • Market Perception: Convincing shoppers that pOpshelf offers a different experience than traditional Dollar General is a significant challenge, considering the store’s long association with no-frills, discount shopping.
  • Competition: Dollar General faces tough competition in the upscale market, contending with established players like Target. Effectively differentiating itself is essential for success.
  • Changing Demographics: Adapting to the preferences and expectations of younger, wealthier suburban customers targeted by pOpshelf presents a challenge, considering Dollar General’s historic customer base.
  • Supply Chain and Merchandising: It’s challenging to maintain the attractiveness of pOpshelf while ensuring there’s always a thoughtfully chosen variety of products available and that prices remain affordable, even as new items are regularly introduced.
  • Scaling Up: The ambitious plan to expand from 36 to 1,000 stores by 2025 poses a challenge in ensuring consistent quality and customer experience across all locations.


  • Joyful Shopping Experience: pOpshelf’s goal is to provide an exciting, engaging shopping environment, offering the opportunity to attract and retain loyal customers seeking a more enjoyable shopping experience.
  • Higher Basket Values: By targeting wealthier suburban communities, pOpshelf has the opportunity to achieve higher average transaction values, contributing to increased revenue.
  • Private Brands: Leveraging Dollar General’s well-known private brands in pOpshelf stores allows for cross-promotion and provides a sense of familiarity to customers.
  • Limited-Time Items: Offering limited-time products creates a sense of urgency, encouraging repeat visits from customers eager to discover unique and time-sensitive items.
  • Innovation: The expansion of Popshelf showcases Dollar General’s commitment to innovation and growth, presenting an opportunity to stay ahead in the competitive retail landscape.

In summary, Dollar General’s transition to pOpshelf involves navigating challenges while capitalizing on unique opportunities. The success of this transformation hinges on its ability to resonate with a new audience and deliver an elevated shopping experience.

Frequently Asked Questions

What is pOpshelf?

pOpshelf is the new name and concept introduced by Dollar General, aiming to cater to a different demographic than its traditional Dollar General stores. It offers a curated selection of products, including home decor, party supplies, toys, and beauty items, priced at $5 or less.

How is pOpshelf different from Dollar General?

pOpshelf is tailored for wealthier shoppers living in suburban neighborhoods, unlike Dollar General, which primarily serves budget-conscious shoppers in rural areas. It offers a different mix of products and focuses more on non-food items, providing a unique shopping experience.

Will pOpshelf affect Dollar General’s existing stores?

The expansion of pOpshelf is not expected to cannibalize sales from Dollar General’s main stores. Instead, it represents a strategic move to diversify the company’s customer base and reach new markets while maintaining the success of its core business.

What types of products can customers expect to find at pOpshelf?

pOpshelf offers a wide range of products, including home decor, party supplies, toys, beauty items, and more—all priced at $5 or less. The selection is curated to appeal to suburban shoppers seeking both practical and indulgent purchases.

Will Dollar General continue to operate its traditional stores alongside pOpshelf?

Yes, Dollar General intends to continue operating its traditional stores alongside pOpshelf. The two concepts serve different demographics and cater to distinct shopping preferences, allowing the company to maximize its reach and market potential.


In conclusion, the unveiling of pOpshelf marks a significant transformation for Dollar General, redefining its approach to retail and expanding its reach into new markets. With a curated selection of products and a focus on providing an elevated shopping experience, pOpshelf represents a bold step forward in diversifying Dollar General’s customer base and meeting the evolving needs of consumers. The shift from Dollar General to pOpshelf reflects the company’s commitment to innovation and growth in a competitive retail landscape.

As Dollar General embarks on this journey, challenges such as market perception and competition must be navigated, while opportunities for joyful shopping experiences and increased revenue await. What is the new name for Dollar General? pOpshelf—a name that symbolizes change, excitement, and the promise of a fresh retail experience for shoppers across America. As pOpshelf continues to expand and evolve, its impact on the retail industry is sure to be profound and enduring.