Dollar General cited stagnant wages relative to rising consumer prices, and negative income growth projected through 2020 for customers earning less than $50,000, as reasons for the company’s plan to capture additional customers through improvements in its consumables assortment.

CEO Todd Vasos claimed earlier this year that based on current sales, Dollar General has significant growth opportunities in health and beauty, food, candy and snacks, and perishables. To that effect, the company plans to expand the health and beauty category, boost perishables offerings with more coolers per stores, expand its ready-to-eat assortment, and expand its ready-to-consume beverage and snack offerings in high-profile areas.

In order to make room for the additional products, space will typically be reduced in apparel, home and housewares, and in declining food categories like dry cereal.

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