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
Latest full fiscal year from SEC filings (10-K) — SEC EDGAR ↗. Stratrix is a strategy publication, not a real-time financial data service.
The analyses
The Market-Entry Gambit · Decision Forks
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
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 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 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