Dollar General redesigns private brands

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Dollar General redesigns private brands

By Store Brands - 05/05/2015

Via its Facebook page, Goodlettsville, Tenn.-based Dollar General Corp. announced the redesign of both its Clover Valley and DG Home store brands. The retailer used the slogan “New look! Same great quality!” to publicize the redesign.

While reporting on his company’s fiscal 2014 fourth-quarter earnings on March 12, CEO Richard Dreiling discussed Dollar General’s store brand packaging redesign.

“We’re in the midst of repackaging our private brands across both select consumable and non-consumable categories,” he stated. “The goal of the repackaging is to enhance our customers’ perception of our private brand quality and value for the price. …And the majority of these repackaged items are expected to be on the shelf by mid-year.”

Dollar General will continue to grow its private brands, he added. Private brand SKU count at the time of the call was up 6 percent compared to 2013, and store brand penetration was at about 24 percent.