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Dollar General (NYSE: DG) is expanding its home goods offerings with the launch of celebrity and designer brand collections in its 'Home Valley' section across over 20,000 stores. The new lineup includes partnerships with Kathy Ireland, Betseyville®, Beverly Hills Polo Club®, and Simply Belle.
The ki by kathy ireland® collection features affordable bedding and home items, with throws starting at $12, sheet sets at $15, and 3-piece comforter sets at $35. The collection includes waffle throws, jacquard blankets, comforter sets, quilts, and sheets, with an additional collection planned for fall.
The expansion aligns with DG's non-consumable initiative, focusing on offering quality national brands at affordable prices through a treasure hunt shopping experience.
Dollar General (NYSE: DG) amplia la sua offerta di articoli per la casa con il lancio di collezioni di brand di celebrità e designer nella sezione 'Home Valley' in oltre 20.000 negozi. La nuova gamma include collaborazioni con Kathy Ireland, Betseyville®, Beverly Hills Polo Club® e Simply Belle.
La collezione ki by kathy ireland® propone biancheria e articoli per la casa a prezzi accessibili, con coperte a partire da 12$, set di lenzuola a 15$ e set di piumoni a 3 pezzi a 35$. La linea comprende coperte waffle, coperte jacquard, set di piumoni, trapunte e lenzuola, con un'ulteriore collezione prevista per l'autunno.
Questa espansione è in linea con l'iniziativa di DG sui prodotti non consumabili, puntando a offrire marchi nazionali di qualità a prezzi accessibili attraverso un'esperienza di shopping simile a una caccia al tesoro.
Dollar General (NYSE: DG) está ampliando su oferta de artículos para el hogar con el lanzamiento de colecciones de marcas de celebridades y diseñadores en su sección 'Home Valley' en más de 20,000 tiendas. La nueva línea incluye asociaciones con Kathy Ireland, Betseyville®, Beverly Hills Polo Club® y Simply Belle.
La colección ki by kathy ireland® ofrece ropa de cama y artículos para el hogar asequibles, con mantas desde $12, juegos de sábanas a $15 y juegos de edredones de 3 piezas a $35. La colección incluye mantas waffle, mantas jacquard, juegos de edredones, colchas y sábanas, con una colección adicional planeada para el otoño.
Esta expansión está alineada con la iniciativa de DG de productos no consumibles, enfocándose en ofrecer marcas nacionales de calidad a precios accesibles mediante una experiencia de compra tipo búsqueda del tesoro.
Dollar General (NYSE: DG)은 'Home Valley' 섹션에서 유명인 및 디자이너 브랜드 컬렉션을 출시하며 20,000개 이상의 매장에서 홈 상품 라인업을 확장하고 있습니다. 새로운 라인업에는 Kathy Ireland, Betseyville®, Beverly Hills Polo Club®, Simply Belle와의 파트너십이 포함되어 있습니다.
ki by kathy ireland® 컬렉션은 합리적인 가격의 침구 및 홈 아이템을 제공하며, 던지는 담요는 $12부터, 시트 세트는 $15, 3피스 컴포터 세트는 $35부터 시작합니다. 이 컬렉션에는 와플 담요, 자카드 담요, 컴포터 세트, 퀼트, 시트가 포함되며 가을에 추가 컬렉션도 계획되어 있습니다.
이번 확장은 DG의 비소비재 이니셔티브와 일치하며, 보물 찾기 쇼핑 경험을 통해 저렴한 가격에 고품질의 전국 브랜드를 제공하는 데 중점을 두고 있습니다.
Dollar General (NYSE: DG) étend son offre d'articles pour la maison avec le lancement de collections de marques de célébrités et de designers dans sa section 'Home Valley' dans plus de 20 000 magasins. La nouvelle gamme inclut des partenariats avec Kathy Ireland, Betseyville®, Beverly Hills Polo Club® et Simply Belle.
La collection ki by kathy ireland® propose des articles de literie et pour la maison abordables, avec des plaids à partir de 12$, des ensembles de draps à 15$ et des ensembles de couettes 3 pièces à 35$. La collection comprend des plaids gaufrés, des couvertures jacquard, des ensembles de couettes, des quilts et des draps, avec une collection supplémentaire prévue pour l'automne.
Cette expansion s'aligne avec l'initiative de DG concernant les produits non consommables, visant à offrir des marques nationales de qualité à des prix abordables grâce à une expérience d'achat de type chasse au trésor.
Dollar General (NYSE: DG) erweitert sein Sortiment an Haushaltswaren mit der Einführung von Kollektionen prominenter und Designer-Marken in der 'Home Valley'-Sektion in über 20.000 Filialen. Die neue Produktlinie umfasst Partnerschaften mit Kathy Ireland, Betseyville®, Beverly Hills Polo Club® und Simply Belle.
Die ki by kathy ireland®-Kollektion bietet erschwingliche Bettwäsche und Haushaltsartikel, mit Decken ab 12$, Bettwäschesets ab 15$ und 3-teiligen Bettdecken-Sets ab 35$. Die Kollektion umfasst Waffeldecken, Jacquarddecken, Bettdecken-Sets, Quilts und Bettlaken, mit einer weiteren Kollektion, die für den Herbst geplant ist.
Die Erweiterung steht im Einklang mit DGs Non-Consumables-Initiative, die darauf abzielt, hochwertige nationale Marken zu erschwinglichen Preisen durch ein Schatzsuche-Einkaufserlebnis anzubieten.
- Expansion of product offerings with recognized celebrity and designer brands
- Wide distribution across 20,000+ stores ensures significant market reach
- Competitive pricing strategy with affordable luxury items
- Strategic partnership with successful entrepreneur Kathy Ireland
- Potential margin pressure from branded partnerships
- Increased inventory management complexity with new product lines
Insights
Dollar General's celebrity home collections strategy targets affordable luxury market, potentially boosting margins and store traffic while differentiating from competitors.
Dollar General's expansion into celebrity and name-brand home products represents a calculated strategic pivot to capture higher-margin sales while maintaining its value proposition. The introduction of ki by kathy ireland® collection alongside brands like Betseyville® and Beverly Hills Polo Club® creates an aspirational but accessible product tier that can drive both foot traffic and basket size increases. What's particularly noteworthy is the price positioning—
The company is explicitly embracing a "treasure hunt" merchandising approach in non-consumables, a proven retail strategy that encourages repeat visits and impulse purchases. By deploying these collections across their entire 20,000+ store footprint, DG is leveraging its massive scale to secure favorable terms with brand partners while creating differentiation from both dollar store competitors and mass merchants. This initiative aligns with broader industry trends of "masstige" offerings (mass prestige) that give budget-conscious consumers access to recognizable brands without the premium pricing of department stores.
The timing—summer launch with fall expansion—indicates DG is strategically phasing this rollout to test consumer response before peak holiday shopping season, when home goods typically see increased sales. This reflects disciplined merchandising execution rather than an all-at-once approach that would carry higher inventory risk.
DG introduces new products and collections for the home featuring renowned celebrities, designers and brands
Launching this summer in DG's more than 20,000 stores, ki by kathy ireland® offers a grandmillennial style collection of a dozen bedding and home items including waffle, jacquard, printed and faux fur throws, ribbed and jacquard blankets, comforter sets, quilts and sheets. (Photo: Dollar General)
Launching this summer in DG's more than 20,000 stores, ki by kathy ireland® offers a grandmillennial style collection of a dozen bedding and home items including waffle, jacquard, printed and faux fur throws, ribbed and jacquard blankets, comforter sets, quilts and sheets. Affordably priced, throws start at
“Our brand philosophy of empowered living combines human rights advocacy with the support of millions of women and families who embrace our designs and products. With a shared commitment of serving the underserved, we are delighted to partner with Dollar General to offer affordable luxuries that will make a house truly feel like a home,” said Kathy Ireland, chair and CEO of kathy ireland® brands.
Joining the celebrity collection are Betseyville® seasonal throws and Beverly Hills Polo Club® sheets. The product selection is designed to appeal to shoppers seeking quality items at affordable prices from recognizable national brands through a treasure hunt experience.
“Dollar General is committed to offering our customers a constant flow of exciting industry brands that amplify the surprise element of our non-consumable initiative,” said Johanna Blankush, senior vice president, general merchandising manager at Dollar General. “We are dedicated to delivering exceptional value to our customers while staying on top of the latest trends.”
DG’s ‘Home Valley’ will include hydration items from Simply Belle by Simply Southern®, Hydraflow®, and Manna® Hydration as well as Farberware® flatware.
Discover ways to refresh your space by browsing Dollar General’s bed, bath, kitchen, dining and home décor collections here.
About Dollar General Corporation
Dollar General Corporation (NYSE: DG) is proud to serve as America’s neighborhood general store. Founded in 1939, Dollar General lives its mission of Serving Others every day by providing access to affordable products and services for its customers, career opportunities for its employees, and literacy and education support for its hometown communities. As of May 2, 2025, the Company’s 20,582 Dollar General, DG Market, DGX and pOpshelf stores across
View source version on businesswire.com: https://www.businesswire.com/news/home/20250605104465/en/
Source: Dollar General Corporation
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