Matthews-based Family Dollar held an event with bloggers and journalists in Charlotte on Tuesday to tout its redesigned stores and new goods, as the chain continues expanding rapidly.
Family Dollar, which opened its 7,000th store this year, is in a highly competitive retail category that puts it head to head with other dollar stores such as Dollar General, mega-chains such as Wal-Mart and convenience stores like Rite-Aid.
Tuesday's event was at the new Family Dollar store at 4301 East W.T. Harris Boulevard. Store officials said they're trying to emphasize the range of products carried in the store. They're hoping consumers will start thinking about Family Dollar for more than dollar store staples.
"People think it's a dollar store, it's a great place to buy detergent," said VP of merchandising Donna Barker, . She pointed to a selection of home goods, such as a $12 framed and matted painting, a $20 clock and $2 picture frames. alongiside kitchen accessories such as $10 coffee makers and toaster ovens.
The chain is much more focused on getting on trend than when she joined, Barker said, and offering customers the latest styles, not just the best prices.
Family Dollar is in the midst of a chain-wide overhaul of its existing stores in addition to opening new ones. The renovated stores have a different layout, with brighter overhead lights. Family Dollar has also expanded its food selection in all stores, another component the retailer touted Tuesday.
Although Family Dollar's core customer is still a person making $40,000 or less and looking to make ends meet, company officials said they're still seeing more customers from other income segments seeking good deals.
The company reports its first quarter earnings in January, and executives will have to show Wall Street they can continue the growth spurt that the little retailer from Matthews has been on.