Over the last few months dollar retailing giant Dollar General Has gradually introduced a redesign of both it’s Clover Valley and DG Home Private Brands. The move follows the introduction of a redesign of its “down & dirty” value tier label Smart & Simple.
While reporting on his company’s fiscal,
CEO Richard Dreiling mentioned the impending redesign in Dollar General’s 2014 fourth-quarter earnings on March 12.
“On the merchandising front we are in the midst of repackaging our private brands across both select consumables and non-consumable categories. The goal of the repackaging is to enhance our customer’s perception of our private brand quality and value for the price. We had a test launch of the new packaging in select products with very encouraging results. And the majority of these repackaged items are expected to be on the shelf by midyear.
We continue to grow our private brands with SKU count up 6% over 2013 and penetration of about 24%.”
The Dollar General redesigns present a fresh new look for Private Brand in the dollar channel and raise the bar for the impending merger of Dollar Tree and Family Dollar whose portfolios of brands will need a strategic rethink and potential redesigns to stay competitive.
