Looking to build on recent investments in non-consumable items, Dollar General executives are launching a new store concept aimed at suburban shoppers.

Goodlettsville-based Dollar General’s rollout of Popshelf — the company styles it as "popshelf" — aims to attract a younger and higher-income demographic than its nearly 17,000 traditional stores. Its shelves will feature primarily seasonal and home decor, health/beauty and party/entertaining items that will rotate fairly often with the aim of delivering what CEO Todd Vasos calls “surprise-and-delight” moments. Nearly all items will be priced under $5 and 75 percent will be $3 or less.