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Greenback Normal Company is an American chain of selection shops headquartered in Goodlettsville, Tennessee. As of January 2020, Greenback Normal operates 16,278 shops[1] within the continental United States.[5]

The corporate started in 1939 as a family-owned enterprise referred to as J.L. Turner and Son in Scottsville, Kentucky, owned by James Luther Turner and Cal Turner. In 1955, the title modified to Greenback Normal Company and in 1968 the corporate went public on the New York Inventory Alternate. Fortune 500 acknowledged Greenback Normal in 1999 and in 2020 reached #112.[6] Greenback Normal has grown to turn into some of the worthwhile shops within the rural United States with income reaching round $27 billion in 2019.[1]




Historical past[edit]

Greenback Normal has its origin in Scottsville, Kentucky, with James Luther “J.L.” Turner and his son Cal Turner. James Turner’s father died in an accident in 1902 when James was solely 11. James needed to stop college and by no means accomplished his training so he might work the household farm and assist present for his mom and siblings. After two unsuccessful makes an attempt at retailing, James turned a touring dry items salesman for a Nashville wholesale grocer. James left the gross sales job after 10 years and settled his household in Scottsville, Kentucky. In the course of the Nice Despair, he started shopping for and liquidating bankrupt common shops. James’ solely youngster Cal Turner accompanied his father to those closeouts at a younger age, gaining invaluable enterprise information and abilities.[7]

In October 1939, James and Cal opened J.L. Turner and Son with an preliminary funding of $5,000 every. The swap to retailing resulted in annual gross sales above $2 million by the early Fifties. By the mid-Fifties Turner had 35 department shops in Kentucky and Tennessee. In 1955, Cal Turner developed his thought of a retail retailer promoting items for a greenback, primarily based on the Greenback Days promotions held at different department shops, by changing Turner’s Division Retailer in Springfield, Kentucky, into the primary Greenback Normal Retailer.[8] In 1964 J.L. Turner died leaving his son Cal Turner to succeed him.


The corporate Cal Turner co-founded went public as Greenback Normal Company in 1968, posting annual gross sales of greater than $40 million and internet earnings in extra of $1.5 million. In 1977, Cal Turner, Jr., who joined the corporate in 1965 because the third era Turner, succeeded his father as president of Greenback Normal. Cal Jr.[9] led the corporate till his retirement in 2002. Underneath his management, the corporate grew to greater than 6,000 shops and $6 billion in gross sales. In 1997 a distribution middle was established in South Boston, Virginia.[10]

In 2000 Greenback Normal opened a brand new company headquarters in Goodlettsville, Tennessee. By the top of 2000 gross sales at Greenback Normal exceeded $4 billion.[11] The distribution middle in Homerville, Georgia, was closed in April 2000 and operations had been moved to a brand new distribution middle in Alachua, Florida.[12]

Cal Jr. retired in 2002 and was succeeded by David Perdue on April 2, 2003.[13]


Greenback Normal entered the grocery market with the institution of Greenback Normal Market in 2003.[14] In 2004 Greenback Normal expanded to low-cost Asian markets by opening a sourcing workplace in Hong Kong.[15]

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On June 21, 2007, CEO David Perdue introduced his resignation leaving David Bere as interim CEO.[16] One month later all shares of Greenback Normal inventory had been acquired by non-public fairness buyers for $22 per share. An funding group consisting of associates of Kohlberg Kravis Roberts (KKR), GS Capital Companions (an affiliate of Goldman Sachs), Citigroup Non-public Fairness and different co-investors accomplished an acquisition of Greenback Normal Company for $6.9 billion.[17]

As part of the transition to a privately held firm, Greenback Normal assessed every location on the finish of its lease towards a mannequin referred to as “EZ Stores”. This evaluation included evaluating whether or not the situation had a loading dock, rubbish dumpsters, satisfactory parking, and acceptable profitability. Shops that didn’t go this analysis had been relocated or closed. Over 400 shops had been closed as a part of this initiative.[18]

Greenback Normal filed on August 20, 2009, for an preliminary public providing of as much as $750 Million turning the corporate as soon as once more right into a publicly traded company.[19][20] In 2013 Greenback Normal began promoting cigarettes in response to its competitor Household Greenback promoting cigarettes in 2012.[21] Greenback Normal’s twelfth distribution middle opened on Might 31, 2014, in Bethel, Pennsylvania, to serve the northeast and midwest shops.[22] On August 18, 2014, Greenback Normal lodged a competing bid of $9.7 billion towards Greenback Tree for Household Greenback. The bid was rejected on August 20, 2014, by the Household Greenback board, which stated it could proceed with the cope with Greenback Tree.[23]

On June 3, 2015, Chief Working Officer Todd Vasos changed Rick Dreiling as chief government. Dreiling remained as senior advisor and chairman till his retirement in January 2016.[24] Greenback Normal’s thirteenth distribution middle opened in San Antonio, Texas, on June 6, 2016, with a neighborhood funding of $100 million and the creation of over 500 jobs.[25] In September 2015, the Janesville Metropolis Council, in Wisconsin, permitted an settlement to carry a Greenback Normal distribution middle to the city. The middle created greater than 500 jobs within the space and have become the 14th Greenback Normal distribution middle.[26]

On September 15, 2016, Greenback Normal introduced plans to rent 10,000 new staff and open 900 new shops in fiscal 2016 and 1,000 in fiscal 2017. Greenback Normal had operated 13,000 shops as of August 2016.[27] Greenback Specific and all of its 323 areas had been acquired by Greenback Normal in April 2017.[28]

In January 2017, Greenback Normal opened an idea retailer in Nashville referred to as DGX. The DGX retailer idea focuses on city customers and is geared towards prompt consumption objects reminiscent of a espresso station and a soda fountain. The next month one other DGX retailer opened in Raleigh, North Carolina, and in September a 3rd DGX opened in Philadelphia.[29] As of Might 2020, Greenback Normal operated 12 DGX areas in 9 states [4]

In Jackson, Georgia, Greenback Normal opened its fifteenth distribution middle in fall 2017 to serve shops in Georgia and the encompassing states.[30] In 2017, Greenback Normal started building for its sixteenth distribution middle in Amsterdam, New York. The distribution middle was to price $91 million and was anticipated to create 400 jobs in Montgomery County, New York.[31] Greenback Normal deliberate to open 900 new shops in 2018.[32] The distribution middle turned absolutely operation in 2019.[33] Additionally in 2017, Greenback Normal acquired shops from Greenback Specific, a by-product from the Household Greenback-Greenback Tree deal, and transformed the shop.[34]

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In September 2019, Greenback Normal celebrated the grand opening of its 16,000th retailer in Panama Metropolis, Florida, following injury sustained from Hurricane Michael in October 2018. To commemorate the opening, Greenback Normal offered two $16,000 checks in partnership with Kellogg’s to 2 native elementary faculties displaced from the hurricane.[35]

On December 5, 2019, Greenback Normal introduced FY 2020 plans that embrace the opening of 1,000 new shops, transforming of 1,500 mature shops and relocation of 80 shops.[36] In February 2020, Greenback Normal introduced plans to create 8,000 internet new profession alternatives in fiscal 12 months 2020.[37] Greenback Normal expanded to 46 states in 2020 with the addition of latest shops in Wyoming[38] in March and Washington in April.[39]

In April 2021, the corporate stated it’s planning to rent 20.000 staff, which is lower than the variety of staff employed in 2020 (50.000).[40]


Main sponsorships[edit]

Auto racing[edit]

For a number of years, Greenback Normal has had a reference to motorsports, notably in NASCAR. The corporate has beforehand been a main sponsor for Joe Gibbs Racing. Greenback Normal sponsored Brian Vickers within the Nationwide Collection in 2013. Greenback Normal turned a main sponsor for Matt Kenseth within the Dash Cup Collection beginning in 2013.[41] Greenback Normal and Turner (previously Braun Racing) have been partnered collectively since 2008, with the workforce beforehand sponsoring automobiles for Frank Cicci Racing and Kevin Harvick Integrated. In 2010, Greenback Normal sponsored some races within the Tenting World Truck Collection for Kyle Busch Motorsports with Kyle Busch within the No. 18 Toyota Tundra and sponsored Kyle Busch’s Motorsports No. 51 Toyota Tundra for 4 races in 2014 with Busch driving three and Erik Jones driving one.[42] Greenback Normal was the title sponsor for Nationwide Collection races held in Charlotte each fall, Chicagoland each summer time, and Phoenix within the spring. On Might 23, 2016, Greenback Normal introduced they’d withdraw its sponsorship from NASCAR on the finish of the 2016 season.[43]

Greenback Normal can also be lively within the IndyCar Collection since 2008, serving as the first sponsor for proprietor/driver Sarah Fisher’s Sarah Fisher Racing workforce.[44] In 2010, each Fisher and Graham Rahal drove part-time for the workforce ending ninth on the Honda Grand Prix of St. Petersburg. Fisher additionally led the sector on the Peak Antifreeze & Motor Oil Indy 300 at Chicagoland Speedway. In 2011, Greenback Normal continued to sponsor Sarah Fisher Racing, the workforce was nonetheless part-time however Ed Carpenter drove for nines races beginning on the 2011 Indianapolis 500. Since 2012 Greenback Normal is not a sponsor for Sarah Fisher’s Sarah Fisher Racing.[45]

Sports activities[edit]

Greenback Normal turned the sponsor of the Greenback Normal Bowl, previously the GoDaddy Bowl, in Cellular, Alabama on August 17, 2016.[46] In Might 2019, Greenback Normal withdrew its title sponsorship of the Cellular bowl sport.[47]



Greenback Normal sells merchandise from nationwide title manufacturers like Clorox, Energizer, Procter & Gamble, Hanes, Coca-Cola, Mars, Unilever, Nestlé, Kimberly-Clark, Kellogg’s, Normal Mills, and PepsiCo.[48]

In 2018, Greenback Normal expanded its product choices to incorporate the “Better for You” assortment that purpose to supply more healthy choices from manufacturers like Kashi, Annie’s, Again to Nature and Variety.[49]

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By the top of its 2019 fiscal 12 months, Greenback Normal provided its produce assortments in additional than 650 shops, with plans to increase its produce choices to an extra 400 shops in FY 2020.[50]

Non-public manufacturers[edit]

Greenback Normal created its abbreviation, the letters “DG”, as a retailer model for “inexpensive” family merchandise bought via the Greenback Normal shops. DG can also be the corporate’s NYSE ticker image.

Greenback Normal makes use of the Clover Valley and Good & Sensible retailer model for grocery merchandise and the Sensible & Easy model for extra merchandise. Different Greenback Normal manufacturers particular to 1 division embrace Candy Smiles (bulk sweet), Nature’s Menu, Ceaselessly Friends and Heartland Farms (pet meals and merchandise, previously EverPet), Mild Steps (diapers and wipes), Studio Choice (magnificence, hair and skincare), Imagine Magnificence (magnificence care and make-up), TrueLiving (housewares and laundry), Consolation Bay (towels, blankets and pillows), Open Trails (males’s attire), Zone Professional (sportswear) and Bobbie Brooks (ladies’s attire).[51]


The model title Rexall was first established in 1903 by Louis Ok. Liggett and progressively turned a powerhouse as a pharmaceutical drug retailer chain.[52] In March 2010, Greenback Normal turned the unique retailer for Rexall merchandise. Rexall nutritional vitamins and dietary supplements started showing at Greenback Normal shops in March and by fall 2010 a full line of Rexall merchandise was out there at Greenback Normal.[53]


Company affairs[edit] – “vitamin c dollar general”

Board of administrators[edit]

Greenback Normal Board of Administrators as of June 2020 are: Michael M. Calbert (Chairman of the Board), Todd Vasos (CEO), Warren Bryant, Patricia Fili-Krushel, Timothy I. McGuire, William Rhodes III, Debra A Sandler and Ralph E. Santana.[54]



Greenback Normal has greater than 16,368 shops in 46 states,[55] and roughly 143,000 staff.[56] Greenback Normal additionally has 17 distribution facilities in 16 states.[1] Since 2017, DG has opened shops in North Dakota, Wyoming and Washington. As of early 2020, DG doesn’t have shops in 4 states: Alaska, Hawaii, Idaho and Montana.[57]




Dolgencorp is a completely owned subsidiary of Greenback Normal Company. Greenback Normal model merchandise are manufactured below the Dolgencorp subsidiary.[58]

In 2020, Dolgencorp has disappeared from packaging and has been changed with Previous East Important Co.[citation needed]

Greenback Normal World Sourcing[edit]

In 2004, a Greenback Normal workplace was opened in Hong Kong to supervise the worldwide sourcing operations via exporting and importing merchandise of Greenback Normal associated items.[59]

Greenback Normal Literacy Basis[edit]

Since 1993, Greenback Normal has offered funding of literacy and teaching programs via its subsidiary Greenback Normal Literacy Basis. Yearly the Greenback Normal Literacy Basis awards funds to nonprofit organizations, faculties and libraries inside a 15-mile radius of a Greenback Normal retailer or distribution middle. It has awarded greater than $182 million in grants to literacy organizations which have helped greater than 11 million people study to learn, put together for the highschool equivalency, or study English.[60]
In 2020, the Greenback Normal Literacy Basis awarded $8.6 million to roughly 970 nonprofit organizations, faculties and libraries, which marked its largest one-day grant announcement.[61] The Greenback Normal Literacy Basis additionally celebrated its twenty fifth anniversary in 2018.[62]


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