Dollar General Renews Focus on Store Brands

March 9, 2010

Dollar General has big plans to launch and heavily promote it store brands, including the relaunch of its Bobbie Brooks women's apparel line as well as its True Living home products, Holiday Style and Perfect Harvest seasonal collections.

The chain is in the process of searching for a team of 10 to lead its Bobbie Brooks line, originally launched in 2005, as well as its brand new Bobbie Brooks Girls collection and an Open Trails brand for men and boys, according to a report by the In-Store Marketing Institute.

"Getting our employees involved and energized about our brands is important to Dollar General," said Ted Vasos, chief merchandising officer of the 8,800 unit chain based in Goodlettsville, Tenn. "Employees are not only ambassadors, but they are also our customers."

Dollar General also is using endcaps, shelf tags, in-store circulars and online promotion to present better promote its stores brands, including DG Baby, DG Home, Clover Valley food products and EverPet.

Currently operating in 35 states, Dollar General said it plans to open 600 stores in 2010, after opening 500 in 2009.

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Keywords: business, companies, dollar, dollar general, food and beverage, industry, markets, private label apparel, private label foods, private label non-foods, store brand apparel, store brand foods, store brand non-foods

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