Super 10/Super Dollar

Super 10, also known as Super Dollar, was a discount retail chain focused on providing affordable general merchandise, household essentials, and seasonal goods to small towns and rural communities. The company was established in 1995 by Value Wholesale, Inc., with a mission to serve markets that were often overlooked by larger retailers. Super 10 quickly built a reputation for adapting to local needs, operating under several banners and occupying former grocery and drugstore sites, which allowed it to enter secondary markets efficiently.

As of November 2003, Super 10 operated 212 stores, with its footprint concentrated in states like Alabama, Georgia, Mississippi, Tennessee, Arkansas, and Kentucky. The chain’s flexible approach to real estate and willingness to take on existing retail spaces made it a notable player in the discount sector, particularly in areas underserved by national brands.

A significant milestone occurred in 2003, when Dollar General Corporation acquired Super 10. Following the acquisition, most Super 10 locations were either converted to Dollar General stores or closed, with the transition largely completed by 2005. This move marked the end of Super 10’s independent expansion and integrated its assets into Dollar General’s broader strategy.

Over the past five years leading up to the acquisition, Super 10 had pursued aggressive growth, expanding its reach and adapting store formats to fit diverse communities. The brand’s legacy is reflected in the continued evolution of discount retailing, especially in rural and secondary markets, and in the strategies that larger chains now use to serve these areas. While Super 10 no longer operates independently and does not maintain an active social media presence, its impact can still be seen in the way discount retailers approach site selection and market entry in regions that were once its specialty.