Dollar General has announced a new retail store concept, called popshelf, that is targeting a higher-income shopper.

While part of the Dollar General corporation, popshelf will be a differentiated store and shopping experience, according to the company. In a release announcing the venture, the company said that each approximately 9,000 square-foot popshelf store will be focused on delivering a combination of continually refreshed merchandise, seasonal specials and limited-time items. 

"It takes advantage of this trend that we saw even before the pandemic hit, which is in experiential retail," Chris Pappas, associate director with Marcus & Millichap's Net Lease Division, tells GlobeSt.com. "It is this idea of the treasure hunt where they are going to be constantly changing the offerings in the stores. The reason why people are going to come in is this element of surprise. They're going to offer seasonal decor, which means it's going to change every season."