Dollar General 2009 Annual Report Download - page 17

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Our Merchandise
We offer a focused assortment of everyday necessities, which drive frequent customer visits, and
key items in a broad range of general merchandise categories. Our product assortment provides the
opportunity for our customers to address most of their basic shopping needs with one trip. We sell high
quality national brands from leading manufacturers such as Procter & Gamble, Kimberly Clark,
Unilever, Kellogg’s, General Mills, Nabisco, Coca-Cola and PepsiCo, which are typically found at
higher retail prices elsewhere. Additionally, our private brand selections offer consumers even greater
value with options to purchase entry price point items and national brand equivalent products at
substantial discounts to the national brand.
Our stores generally offer approximately 10,000 to 12,000 total SKUs per store. The number of
SKUs in a given store can vary based upon the store’s size, geographic location, merchandising
initiatives, seasonality, and other factors. Most of our products are priced at $10 or less, with
approximately 25% at $1 or less.
We separate our merchandise into the following categories:
Consumables is our largest category and includes the following:
•Paper and cleaning: Paper towels, bath tissue, paper dinnerware, trash and storage bags, laundry
and other home cleaning supplies. National manufacturers and brands include Procter &
Gamble, Kimberly Clark, Unilever, Tide, Clorox, Hefty and others. Our private brands include
DG homeTM and Smart & SimpleTM.
•Food: Packaged food and perishables. National brands include Kellogg’s, General Mills, Nabisco,
Campbell’s and others. Our private brand is Clover ValleyTM. We also carry quality regional
brands of milk, eggs and other perishable items.
•Beverages and snacks: Beverages, candy and snacks. National brands include Coke, Pepsi,
Hershey, Frito-Lay and others. Our private brands include Clover Valley and Sweet SmilesTM.
•Health and beauty: Health aids, over-the-counter medicines and personal care products. National
brands include Tylenol, Prilosec, Olay, Covergirl, Johnson & Johnson, Pantene and others. Our
private brands include DG healthTM and DG bodyTM. Additionally, we are the only retailer that
carries the full line of Rexall-branded vitamins and supplements.
•Pet: Pet supplies. National brands include Alpo, Purina, Pedigree, Milkbone and others. Our
private brands are EverPetTM and EverPet BasicsTM.
Seasonal: Seasonal products include decorations, toys, batteries, small electronics, greeting cards,
stationery, prepaid cell phones and accessories, gardening supplies, hardware, automotive and home
office supplies. National brands include Mead stationery, Bic lighters, Crayola and Miracle Gro potting
soil. Our private brands are DG officeTM, and Holiday StyleTM. Additional private brands include True
Living OutdoorsTM and True Living KidsTM.
Home Products: Home products includes kitchen supplies, cookware, small appliances, light bulbs,
storage containers, frames, candles, craft supplies and bed and bath soft goods. National brands include
General Electric small appliances and Sterilite storage containers. Our private brands include DG
home and True Living.
Apparel: Apparel includes casual everyday apparel for infants, toddlers, girls, boys, women and
men, as well as socks, underwear, disposable diapers, shoes and accessories. Our private brands are DG
babyTM, and Open TrailsTM. We hold an exclusive license to Bobbie Brooks clothing. We also hold a
license to the Fisher Price brand for certain items of children’s clothing.
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