Dollar General introduces ‘more open’ store format in push to create ‘treasure hunt’ experience

Dollar General wants everyone to know it’s more than a convenience store. It’s going after discretionary dollars, and its stores are changing accordingly to encourage browsing.

In response to customer feedback, the discount chain is introducing a “more open and inviting” store format that, along with a new merchandising program, is aimed at offering a “treasure hunt” experience for shoppers, CEO Todd Vasos said in an earnings call.

The company tested the format in some of its remodeling projects in 2025 and saw incremental sales increases that outperformed traditional stores, Vasos added.

“Ultimately, we believe this format will help drive both increased transactions and ticket, as the store provides for an even fuller fill-in trip,” he said.

Related to the new format, which is designed to expose customers to more products and categories as they move through the store, is the chain’s nonconsumables initiative. The company is actively trying to grow that portion of the business with a push into more discretionary categories that would allow for the kind of treasure-hunt experience that has served off-price brands such as TJ Maxx and Marshalls.

Dollar General declined to provide additional details about the new format, but Vasos said in the earnings call that the company is looking at its Popshelf stores for inspiration. The retail concept launched in 2020 with the goal of offering a “fun, affordable and stress-free shopping experience” for categories like home decor, health and beauty, and party goods, all priced at $5 or less. Vasos said the banner exceeded expectations in 2025, and now it’s providing lessons for its new nonconsumable strategy.

As part of this initiative, Dollar General plans to launch at least 15 new nonconsumable brands this year, building on the success of branch launches such as Dolly Parton and KI by Kathy Ireland in 2025. The company is planning to promote this category with loyalty programs and shoppable social marketing.

The longer-term goal is to increase nonconsumable sales penetration as high as 20% by 2029, which would “represent meaningful gross margin expansion,” Vasos said. Sales in the category have already outpaced consumables for four consecutive quarters.