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Family Dollar Talks Total Private Label Sales

Family Dollar ranked 30thon the PLB Top 35 list last year, with just shy of $1 billion in estimated private label sales in 2011.

At Citi’s 2013 Global Consumer Conference last month, though, Vice President of Investor Relations and Communications Kiley Rawlins said the store had more private label penetration than normally disclosed.

The dollar store retailer generally has disclosed consumables penetration of 16 percent to 18 percent annually. Rawlins, though, said the overall private label share of sales for the retailer was about 25 percent.

Based on fiscal 2012 sales of $9.33 billion, that would mean Family Dollar had about $2.3 billion in private label sales last year, which would rank 22ndon the PLB Top 35, just behind Meijer.

“On the private brand front, today our overall penetration is about 25 percent of our sales, but our discretionary businesses are mostly private brand,” Rawlins said, according to transcripts of the event from Seeking Alpha. “And so, our focus is really on the consumable side where our penetration today is 17 percent, 18 percent of consumables. We think we can get that into 20 percent, and then perhaps a little bit higher after that. So we have clear goals for private brand and global sourcing.”

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