Everyone likes a good deal. Dollar General, known for rock-bottom prices on essentials, is rolling out a new concept, Popshelf, targeting higher-end suburban women with annual household income ranging from $50,000 to $125,000—a fun, affordable, stress-free vibe merchandised with on-trend seasonal home, health, and beauty, party goods, entertaining needs, and much more priced at $5 or less.

Designated as essential, Dollar General’s more than 16,000 stores have remained open during the pandemic, and the company saw sales at stores open at least a year climb 18.8% during the second quarter, which ended July 31.

“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,” said Todd Vasos, Dollar General’s Chief Executive Officer. “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.”

Although grounded in the extensive NCI merchandising learnings and real estate and operational excellence at Dollar General, Popshelf is a differentiated store and shopping experience. The footprint of the concept will be approximately 9,000 square feet, with a merchandising strategy that delivers a combination of continually refreshed merchandise, seasonal specials, and limited-time items while surpassing price and value expectations. The assortment will include a highly curated crossover assortment of Dollar General’s private brands, many of which have been recently rebranded.

The Popshelf concept will debut its first two locations near Nashville, Tennessee, in the Hendersonville and Clarksville communities, with current plans to have approximately 30 locations in various markets by the end of fiscal year 2021.