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Five Below to Expand Higher-Price Concept

The company plans to roll out its “Five Beyond” store-within-a-store concept to 30 percent of its fleet.

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Five Below (Philadelphia) plans to roll out its “Five Beyond” store-within-a-store concept to 30 percent of its fleet by the end of 2021, reports Retail Dive. The company added permanent Five Beyond sections to 140 stores in 2020 and plans to double that number this year.

To boost the concept and its offering, Five Below is working to add “exclusive online items,” such as an expansion of Bugha gaming products and a partnership with illustrator and author Andrea Pippins.

CEO Joel Anderson described the store-within-a-store concept as part of an effort to “elevate the experience for both our customers and our crew.” Five Below is testing prototype new stores and remodels that have Five Beyond in the back. Anderson said Five Below plans to add 170 to 180 of the Five Beyond prototypes in 2021, according to a press release.

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