Refreshed Bobbie Brooks Debuts at Dollar General

Goodlettsville, Tennesse based Dollar General is unveiling a new look for its women’s Private Brand apparel line Bobbie Brooks this fall. Arriving in stores this month, the Bobbie Brooks fall line will be launched by Dollar General employees who will showcase the clothes in advertising and other promotional materials.

“The Bobbie Brooks line has been refreshed and energized for fall,” said Todd Vasos, Dollar General’s chief merchandising officer. “Our customers are going to love the new fabrics, colors and looks of Bobbie Brooks, as well as the great prices.”

The Bobbie Brooks line offers a variety of styles and colors. The line includes casual attire, active wear, denim and shape wear – all under $16. Comfortable, stylish tops are complemented by basic bottoms, including the line’s signature piece: five-pocket stretch jeans starting at $12 a pair.

“The Bobbie Brooks brand relates to women by celebrating their beauty with styles that are affordable, comfortable and accessible to women of all ages and sizes. The brand is being represented by some of our amazing employees to reinforce that message,” said Vasos.

Celebrating the beauty of strong women from all walks of life, the employees will show off the fashions in advertising and promotional materials. The models are winners of Dollar General’s employee model search, which drew more than 600 applicants. The women are survivors, athletes and everyday heroes. Each has her own inspiring story of courage and determination.

Meet the Faces of Bobbie Brooks

Jeanne Arthur — assistant store manager, Newark, Ohio
Jeanne overcame great adversity to become a role model. She survived a car accident caused by a drunk driver that took the life of her husband. She has since become an active member of Mothers Against Drunk Driving, speaking to young people about the dangers of driving under the influence and supporting other survivors.

Roberta Bullard — store manager, Saint Robert, Mo.
Roberta is a strong grandmother who has helped her family face numerous challenges. Her work and 14 grandchildren keep her busy. In her free time, she enjoys playing the banjo, painting and gardening.

Danielle Dennull — sales associate, Harker Heights, Texas
When faced with cancer at the age of 17, Danielle stayed positive, confident that she would recover. She beat the disease not once, but three times, while managing to graduate from high school on time. Now, she enjoys working and helping customers at Dollar General.

Darla Graves — allocation clerk, Scottsville, Ky.
Darla has dedicated her life to raising her three children, including her 16-year-old daughter who has cerebral palsy. In addition, Darla has built her career at Dollar General, where she has been an employee for more than 33 years.

Shelley McGowan — rent/lease auditor, Portland, Tenn.

Like so many people, Shelley struggled with her weight for most of her life. Last year, she decided to change her eating habits and make exercise a priority. She has since lost 50 pounds, and her next goal is to run a 5K race.

Sharon Turnage — sales associate, Smyrna, Tenn.
Sharon is a selfless woman who is always thinking of others. When her mother suffered kidney failure, Sharon donated one of her kidneys to improve her mother’s quality of life. She is actively involved in her local school and operates a nonprofit organization that teaches people how to manage money.

Miranda Whitehair — lead clerk, Bloomsburg, Pa.
As a young teen, Miranda succumbed to peer pressure and began smoking, which turned into a habit for 10 years. Recently, Miranda quit smoking cold turkey and resumed her love for running. She hasn’t looked back since. She now leads a healthy lifestyle, and her next goal is to run the New York City marathon.

Alexis Wright — sales associate, Kathleen, Ga.
Alexis believes in having dreams and goals for yourself. Her dream is to be a teacher, and she is working hard to make that dream a reality. In addition to her job at Dollar General, she also attends college. She looks forward to completing her education and helping others learn.

Yasmine Zaghmout — assistant store manager, Newark, Del.
Originally from Jordan, Yasmine moved to the U.S. at the age of 14. Acclimating to a new country at a young age presented Yasmine with challenges and opportunities. Her multi-cultural background led her to participate in some unique activities, including bowling and table tennis, a sport in which she holds numerous championships.

The Bobbie Brooks models received a trip to Nashville, Tenn. for pampering, a make-over and to participate in a Bobbie Brooks photo shoot. Look for these women in Dollar General’s Bobbie Brooks advertising and promotions this fall. Learn more about the women and the Bobbie Brooks clothing line at

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.