New Dollar General-owned home goods chain planning first local outpost

The interior of a Popshelf store. The retail chain is planning to open a location in Colonial Heights, which is expected to be the first in the Richmond region. (Photo courtesy of Popshelf)

Dollar General’s recently launched spinoff concept is popping up for the first time in the Richmond region.

Popshelf, which sells home goods, kitchen equipment and other products mostly priced below $5, signed a lease in mid-February at the Dimmock Square shopping center at 723 Southpark Blvd. in Colonial Heights, where it is taking over a vacant 9,200-square-foot space.

The store (stylized as pOpshelf) is expected to be the brand’s first in the Richmond region and fifth in Virginia. An opening date for the new location hadn’t been set as of last week, a Popshelf spokesperson said in an email.

The Popshelf store has taken over the former Dressbarn at Dimmock Square. The center is anchored by a Target and also features Best Buy and Old Navy stores.

Alicia Brown and Pete Waldbauer of Thalhimer represented the landlord in the lease negotiations.

The first Popshelf stores opened in the Nashville, Tennessee, area in the fall of 2020, according to the company spokesperson. The brand now has a presence in 14 states, with more than 100 stand-alone locations and 40 store-within-a-store outposts (which combine Popshelf and Dollar General’s grocery-focused market concept).

The open Popshelf locations in Virginia are in Virginia Beach, Hampton, Newport News and near Harrisonburg, according to the company’s website.

Popshelf is among several discount brands that recently have set their sights on the Richmond region for expansion. Off-price retail chain Gabe’s opened at 5700 Brook Road in Lakeside last summer, adding another location to the brand’s existing presence in the region. Discount retailers Sierra and Homesense entered the Richmond market late last year with a shared building in Short Pump.

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Brian Glass
Brian Glass
16 days ago

Sierra and Homesense are divisions of TJX Companies, the parent company of Marshalls, T.J. Maxx and HomeGoods. Sierra was predominantly an on-line retailer, based in South Dakota, that TJX Companies bought several years ago. I believe it was to help with their on-line sales.