Dollar General is opening a new line of stores geared toward millennial and urban shoppers "with a focused selection of consumable items and instant consumption options in a compact format," according to a company press release. The first Dollar General "DGX" concept store opened in Nashville, Tennessee's West End on Jan. 20.
Though the Nashville DGX is a "small-format" store, the flagship location features approximately 3,400 square feet of sales floor.
The main focus is "instant consumption" items like soda fountains and grab-and-go snacks, along with grocery items, pet supplies, paper products, home cleaning supplies, health and beauty products.
DGX stores also offer a curated selection of home décor, seasonal items and electronics.
"We are excited about our new smaller store concept and the opportunity to serve busy, city-dwellers with everyday low prices on the essentials they need in a convenient, easy-to-shop format," said Todd Vasos, Dollar General's CEO.
"The DGX format is geared to meet the needs of the millennial shopper, which is an emerging and important part of our customer base and will help us broaden our appeal to attract a new segment of urban customers who put a high premium on value and convenience."
A second DGX location is set to open soon in Raleigh, North Carolina.