DECK vs DG Comparison

Founded in 1973, California-based Deckers designs and sells casual and performance footwear, apparel, and accessories. In fiscal 2024, Ugg and Hoka accounted for 52% and 42% of total sales, respectively. The firm also markets niche brands Teva and Ahnu. Deckers produces most of its sales through wholesale partnerships, but also operates e-commerce in more than 50 countries and about 178 company-operated stores. It generated 67% of its fiscal 2024 sales in the United States.

With more than 20,000 locations, Dollar General's banner is nearly ubiquitous across the rural United States. Dollar General serves as a convenient shopping destination for fill-in store trips, with its value proposition most relevant to consumers in small communities with a dearth of shopping options. The retailer operates a frugal store of about 7,500 square feet and primarily offers an assortment of branded and private-label consumable items (80% of net sales) such as paper and cleaning products, packaged and perishable food, and health and beauty items at low prices. Dollar General also offers a limited assortment of seasonal merchandise, home products, and apparel. The firm sells most items at a price point of $10 or less.