2025 Rising Stars: Brandon Wehmeyer of Dollar General
Every year, Store Brands sets out to recognize the next generation of private label leaders, individuals who are not only excelling in their roles but also driving meaningful progress across the industry. The 2025 Rising Stars embody the innovation, energy, and strategic thinking that are essential to keeping store brands competitive, relevant, and compelling to today’s consumers.
This year’s honorees share a deep commitment to delivering value, quality, and fresh ideas to their companies and retail partners. Whether launching new product lines, strengthening brand identities, or collaborating across teams to improve execution, each of these professionals brings passion and purpose to their work.
The impact of these Rising Stars is already being felt across the private label landscape. Many have played pivotal roles in building more shopper-centric brands, streamlining supply chains, or identifying on-trend innovations that resonate at shelf. In an era where private brands are gaining ground, their efforts are helping to redefine what store brands can be.
As the private label industry continues to evolve, future success will depend on a new generation of leaders. Their drive, insights, and collaborative spirit are setting a new standard, one that ensures the future of store brands is bright, bold, and built to last.
Brandon Wehmeyer
Senior Brand Manager, Beauty & Personal Care
Dollar General
Brandon Wehmeyer is a forward-thinking, data-driven leader helping to shape the future of Dollar General’s private brand business. Since joining the retailer in 2022, he has made an impact across the Beauty & Personal Care categories by championing innovation, improving operational efficiency, and delivering greater value to customers, all hallmarks of the company’s mission to serve others.
With experience rooted in private brands, Brandon stepped into a new category with enthusiasm and purpose, quickly proving his value. Among his key accomplishments is the creation of a Power BI dashboard that centralizes vital data — sales, inventory, receipts, and purchase orders — enabling faster, smarter decision-making across teams. He also partnered with Dollar General’s Merchandise Analytics team to build an automated advertising template that enhances campaign performance evaluations and supports long-term growth strategies.
Brandon’s ability to translate insights into practical solutions was especially evident in his overhaul of the retailer’s picnic planogram. Recognizing an opportunity to improve product flow and accessibility, he led a reorganization that grouped items by price instead of product type. The redesign introduced a dedicated “dollar picnic” section to improve access to budget-friendly items, while also leveraging its new private brand RFP process to drive meaningful cost savings and product enhancements.
Beyond Dollar General, Brandon contributes to the broader private label industry as a member of the PLMA Retail and Wholesale Advisory Board, where he collaborates on trends and strategic initiatives.
