When Dollar Tree purchased Family Dollar in 2015 for $9 billion, then-CEO Bob Sasser said the deal would expand the discount chain’s reach among low-income shoppers and diversify its assortment by adding a multi-price banner to its fixed-price business. A decade later, Dollar Tree divested from Family Dollar in a $1 billion deal announced in March that has placed the business in the hands of private equity firms Brigade Capital Management and Macellum Capital Management. “We look forward to continuing and enhancing Family Dollar as its own enterprise, which we are confident will drive greater success for the business and value for all of Family Dollar’s stakeholders, including employees, customers, and communities,” Matt Perkal, partner at Brigade, said in a statement. So what went wrong? Autopsies of the merger abound, but some believe the problems go deeper than the two banners’ compatibility. RJ Hottovy, head of analytical research at Placer.ai, told Retail Brew that Family Dollar failed to adopt what has become a key strength of competing discounters: the treasure hunt experience. Keep reading here.—AV |