Photos: Dollar General's new Popshelf store concept

Dollar General is shaking up the retail landscape with a brand new concept store — Popshelf.

Created to help engage customers with fun, affordable and stress-free shopping experiences, the store is set to feature on-trend seasonal home décor, health and beauty products, home cleaning supplies, party goods and items for entertaining needs among others, the Goodlettsville, Tenn.-based company said.

“We are excited to introduce Popshelf from a position of strength, further highlighting our innovative spirit and building on our proven track record of store format innovation,” Todd Vasos, Dollar General’s chief executive officer said. “We have leveraged robust consumer insights to create a unique store that we believe will resonate with new customers, while providing Dollar General with even more opportunities for growth in the years ahead.”

Starting with two locations that are set to open in the Nashville area, each store will house items that are priced at $5 or less, and focus on creating a differentiated store and shopping experience, the company said.

In addition, Popshelf will carry a highly-curated crossover assortment of Dollar General’s private brands.

“Building on the success, learnings and insights from Dollar General’s non-consumables initiative, we are excited to unveil Popshelf following our work to research, create and define the brand and merchandising offerings,” Emily Taylor, Dollar General’s executive vice president and chief merchandising officer said. “At Popshelf, customers will find a differentiated retail concept that seeks to bring joy to their shopping experiences, with surprising deals in targeted non-consumable product categories. We are excited to welcome customers into these stores.”

Each Popshelf store is expected to create up to 15 new jobs. Currently, the company plans to have approximately 30 locations in various markets by the end of 2021.