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Dollar General Sees Opportunity For Private Label

March 29, 2012
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Goodlettsville, Tenn.-based Dollar General announced strong fourth-quarter and full-year earnings, and said that it believes there is opportunity to capture margin in 2012, in part from “the addition of private ran SKUs as we move into new [categories.]”


Goodlettsville, Tenn.-based Dollar General announced strong fourth-quarter and full-year earnings, and said that it believes there is opportunity to capture margin in 2012, in part from “the addition of private ran SKUs as we move into new [categories.]” Sales for 2011 rose 13.6 percent to $14.8 billion, and same-store sales rose 6 percent, the 22nd consecutive year of same-store sales growth. In the fourth quarter alone, sales rose 20 percent from the fourth quarter of 2010.
 
In a conference call with analysts, CEO Rick Dreilling said that the company added 16 seats of core health and beauty products last year, with a big push in its Rexall private label brand.
 
“We now carry nearly 1,900 private brand SKUs in consumables, with strong sales growth in food, perishables, candy and snacks, carbonated beverages, home cleaning, and health care,” Dreilling said. “Throughout the store, nearly 2,900 SKUs are a Dollar General private or proprietary brand now.”
 
Dreilling said the company planned to expand its cooler presence in the upcoming year, using fresh and refrigerated foods to help drive customer traffic and increase basket size. He added that the company saw opportunities in sourcing private brands, and one product in particular. “What has been really exciting for us is, we have launched our private brand wine, and it is doing very good,” he said. “Very pleased with what we are seeing there.”
 
 
 

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