Company profile
SEC EDGAR ↗- Industry
- Retail-Variety Stores
- Listed
- NYSE: DG
- Incorporated
- TN
- Headquarters
- Goodlettsville, TN
- Fiscal year end
- Jan 29
Financials
FY2026- Revenue
- $42.7B
- Net income
- $1.51B
- Total assets
- $31.0B
| Fiscal year | Revenue | Net income | Total assets |
|---|---|---|---|
| FY2026 | $42.7B | $1.51B | $31.0B |
| FY2025 | $40.6B | $1.13B | $31.1B |
| FY2024 | $38.7B | $1.66B | $30.8B |
| FY2023 | $37.8B | $2.42B | $29.1B |
| FY2022 | $34.2B | $2.40B | $26.3B |
| FY2021 | $33.7B | $2.66B | $25.9B |
Reported fiscal years from SEC filings (10-K) — SEC EDGAR ↗. Stratrix is a strategy publication, not a real-time financial data service.
Decisions on record
One verified Decision Record on Dollar General, and the casebook each one belongs to.
| Fork date | Decision type | What Dollar General chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 2024 | Crisis Response | Settle and cap inventory | required to reduce in-store inventory, retain a third-party auditor, and submit quarterly OSHA reports (2024-07) | Read the story → | Crisis Response Casebook → |
Run one of these yourself
The decisions Dollar General faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
Business ModelThe Money MachineWhere does the money actually come from, and who sets the rate it comes in at?See the pack →Crisis & ReinventionThe Crisis ResponseWhat is one more quarter of not acting worth?See the pack →Growth & PortfolioThe Market EntryHow fast can this actually be done?See the pack →
The analyses
The Money Machine · Business Model
Dollar General's Operating Profit Fell 26.5%, Then Another 29.9% — From Inside the Model
Dollar General runs 20,022 no-frills boxes in towns the giants ignore. The 'recession-proof' label is wrong: operating profit fell 26.5% in fiscal 2023 and another 29.9% in fiscal 2024 — not from the economy, but from the one cost the model can never afford to spend on.
7 min
The Money Machine · Business Model
Roughly 82% of Dollar General's Sales Are the Lure — The Candle Is the Profit
Consumables are roughly 82% of Dollar General's sales and the lowest-margin thing it sells. That's not a flaw - it's the lure. The profit hides in the seasonal candle and the throw pillow. Which is exactly the engine a strapped customer is now starving.
7 min
The Crisis Response · Crisis & Reinvention
$26 Million in OSHA Fines: Dollar General's Blocked Exits Trace to Stores Staffed Too Thin
OSHA documented blocked fire exits in 240+ Dollar General inspections and assessed over $26 million in penalties since 2017. The hazard wasn't carelessness. It was the predictable output of staffing a store too thin to ever unblock the aisle.
8 min
The Market-Entry Gambit · Growth & Portfolio
How Dollar General's 20,893 Stores Make Small Towns Unwinnable for Rivals
Dollar General runs 20,893 small-box stores, 80% in towns of 20,000 or fewer. The folk story is that it serves the rural poor. The real story is that it spends ~$500k a store in a land-grab whose likely effect is to make those towns unable to profitably support any rival entrant.
8 min