How Dollar General became one of the most profitable U.S

retailers. In the year to February 2017, DG’s profit was double that of Macy’s on less revenue, via 14,000 U.S. stores. Its US$22 billion market value eclipses Kroger, the 2nd largest U.S. retailer with five times the revenue. DG targets customers from rural households earning US$40,000 or less, who buy lower budget products in mini bottles or small boxes. It doesn’t own most of its stores, preferring to lease steel-sided stores built to specifications. Opening an average DG store r