Hollar takes the dollar store online

Dollar stores are great places to find bargains, but the treasure hunt mentality paired with frugality doesn't always translate well to e-commerce. But a new startup is doing just that and ringing up $1 million in monthly sales.

Los Angeles-based Hollar offers merchandise starting at $2 in a mobile-first format. The brainchild of The Honest Company's Brian Lee and David Yeom, the effort already boasts 1 million monthly visitors and registered $1 million in sales for April, according to Fortune.

Leading dollar chains Dollar General and Family Dollar have focused on stores, but Hollar is built for mobile users with an infinite scroll design and more than 20,000 products across multiple categories.

Private label will be added to the mix in the next six months.

Merchandise is mostly closeouts and smaller goods, including toys and party supplies. The focus is on high-quality goods. There's a $10 minimum order and $25 baseline for free shipping, to keep fulfillment costs down.

While the company began in November as a website, app use is outpacing desktop, thanks in part to its user base, a mostly Midwestern population that relies more heavily on smartphones for internet access.

"The way people shop in those regions is not the way they shop elsewhere," Hollar's CEO Yeom told Fortune. "This really is a business for the masses."

For more:
- see this Fortune article
- see this Business Insider story

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