Everyone has that one celebrity they admire and support, no matter what, and retailers found a way to sneakily use this fandom to their advantage.
Celebrities significantly impact people thanks to their star power and visibility, enabling them to form massive fan bases with unwavering loyalty.
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Because major retailers recognize the influence of celebrities, they have formed strategic partnerships with some of Hollywood’s most iconic names to launch exclusive collections and products.
These collaborations help companies stay culturally relevant, captivate audiences, and boost visibility and recognition for both the celebrities and the retailers.
Related: Discount retailer brings back popular line from Dolly Parton
Target is one of the leading retailers that has mastered the celebrity partnership strategy by launching successful collections like Heart & Hand by Chip and Joanna Gaines, Blake Brown by Blake Lively, and Lemme by Kourtney Kardashian.
Walmart, a prominent retail giant, is also known for its iconic celebrity collections, including Paris Hilton’s Be An Icon, Beautiful by Drew Barrymore, and Miranda Lambert’s June Home.
However, another retailer spotted this trend and decided to make a savvy business move by launching its own celebrity collections at unbeatable prices.
Dollar General expands a key category.
Image source: Shutterstock
Dollar General announces a major category expansion
Dollar General (DG) is expanding its assortment of affordable home products by introducing new collections in its ‘Home Valley’ section in partnership with major celebrities, designers, and brands.
The new products feature renowned names like Ki by Kathy Ireland, Betseyville, Beverly Hills Polo Club, and Simply Belle by Simply Southern.
Related: Walmart makes major store changes to answer Target
“Dollar General is committed to offering our customers a constant flow of exciting industry brands that amplify the surprise element of our non-consumable initiative,” said Dollar General Senior Vice President, General Merchandising Manager Johanna Blankush in the announcement. “We are dedicated to delivering exceptional value to our customers while staying on top of the latest trends.”
The Ki by Kathy Ireland collection, which includes multiple bedding and home items in various styles, will debut this summer in over 20,000 Dollar General stores.
Dollar General’s success with celebrity partnerships
This is not the first time Dollar General has partnered with renowned celebrities.
In July last year, the discount retailer joined forces with American country singer Dolly Parton to launch the first-ever multi-category kitchen and housewares collection.
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The collection was a total success among consumers and fans alike, with products selling out within minutes of the drop.
Because of its high demand, Dollar General and Dolly expanded their partnership by launching more seasonal collections. They are now marking their third line release together, with more to launch in the upcoming months, including a Christmas collection planned for this holiday season.
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