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Family Dollar Seeks to Broaden Middle-Income Appeal

Family Dollar Stores is working to broaden its appeal to middle-income customers to keep sales growing once the economy recovers, R. James Kelly, president and chief operating officer of the Matthews, N.C.-based chain, said Friday at the annual Global Consumer & Retail conference sponsored by Morgan Stanley.

NEW YORK — Family Dollar Stores is working to broaden its appeal to middle-income customers to keep sales growing once the economy recovers, R. James Kelly, president and chief operating officer of the Matthews, N.C.-based chain, said here Friday at the annual Global Consumer & Retail conference sponsored by Morgan Stanley.

Middle-income shoppers have accounted for approximately 40% of the chain's sales growth over the past four years, with the balance coming from its traditional lower-income core customers, Kelly said.

To broaden its appeal, Family Dollar is focusing more on better quality and operating standards and on offering more branded merchandise, along with putting more emphasis on consumables by realigning category space and creating better adjacencies.

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