The Bobby Brooks brand is now exclusive to Dollar Genera

Dollar General Launches Private Brand Socks

In Industry News, Marketing, What's New by Accessories Staff1 Comment

The Bobby Brooks brand is now exclusive to Dollar Genera

The Bobby Brooks brand is now exclusive to Dollar Genera

Goodlettsville, TN–Discount retailer Dollar General has launched a new line of private brand socks as part of wider plans to drive sales growth by focusing on new, more affluent shoppers. The exclusive Bobbie Brooks socks for women and girls and Open Trails socks for men and boys are produced by Gildan Activewear and combine “comfort, fit and affordability.”

“Together with Gildan, we’ve created a line of socks that our customers will feel good about purchasing, due to their minimal impact on the environment, as well as a product they will love to wear,” says Todd Vasos, Dollar General’s chief merchandising officer. “These socks are one of the many ways Dollar General is improving high-quality apparel basics and making them affordable for everyone.”

The cotton-blend socks feature a smooth toe seam and soft-cushioned sole, in a range of styles and colors, as well as Open Trails heavyweight workwear socks in a soft, ring-spun cotton. Dollar General recently said the relaunch of some of its private label apparel lines would move the retailer from “cheap to inexpensive” and appeal to consumers who have traded down as a result of the recession.

Bobbie Brooks, a staple brand for decades and formerly sold at Walmart, made its debut earlier this year in Dollar General with offerings in casual sportswear, sleepwear, hosiery and slippers. Bobbie Brooks apparel, in misses and plus sizes, are priced from $6 to $15.

With more than 8,800 stores in 35 states, Dollar General has more retail locations than any retailer in America. In addition to its private brands, Dollar General sells products from America’s most-trusted manufacturers such as Hanes, Procter & Gamble, Kimberly-Clark, Unilever, Kellogg’s, General Mills, Nabisco, PepsiCo and Coca-Cola.

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