Discount retailer Dollar General Corporation is relaunching its Bobbie Brooks women’s apparel line this autumn, as part of its plans to drive sales growth by focusing on new, more affluent shoppers in 2010.

Garments will begin arriving in stores this week, and include casualwear, active wear, denim and shape wear – all under $16. The line’s signature piece five-pocket stretch jeans start at $12 a pair.

“Our customers are going to love the new fabrics, colours and looks of Bobbie Brooks, as well as the great prices,” said Dollar General’s chief merchandising officer Todd Vasos.

The line will be launched by Dollar General employees who will showcase the clothes in advertising and other promotional materials.

The retailer, which operates 9,000 stores, earlier this year said it was making a transition “from cheap to inexpensive” in a bid to appeal to the wealthier customers who visit its shops.