Fulfilling the commitment that Todd Vasos, Dollar General CEO made in their March 14, 2019, Q4 2018 Earnings Conference Call, the retailer has launched a new private brand in the baby category, Gentle Steps. The brand replaces the existing DG Baby private label.
The move comes as the discount retailer continues to evolve its private brand portfolio with the debut earlier this year of the premium beauty brand Believe Beauty. In 2018 they also launched the better for you brand Good and Smart as well as their HBC brand Studio Selection. Gentle Steps will feature diapers, wipes, baby powder, baby oil, shampoo, and bath gel.