As the company builds its portfolio of licensed brands, Dollar General is rolling out revamped “Home Valley” sections in its stores featuring collections from celebrities, designers and established labels, including KI by Kathy Ireland, Betseyville, Beverly Hills Polo Club and Simply Belle by Simply Southern.
The launch starts this summer with KI by Kathy Ireland in a textile-heavy initial lineup of a dozen bedding and home items, the company stated. The KI by Kathy collection launches with throws starting at $12, sheet sets at $15 and three-piece comforter sets at $35. Additional KI merchandise will follow in the fall, according to DG.
Home Valley will also include hydration items from Simply Belle by Simply Southern, Hydraflow and Manna Hydration, as well as Farberware flatware.
Dollar General assembled the brand assortment, the company noted, for its appeal to shoppers seeking quality items at affordable prices from recognizable labels presented as a treasure hunt experience. Dollar General, during the past year, has rolled out licensed collections of Dolly Parton kitchenware and tableware.
“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, Dollar General senior vice president, general merchandising manager. “We are dedicated to delivering exceptional value to our customers while staying on top of the latest trends.”
