Retailers including Dollar General, Under Armour, BJ's Wholesale Club, and Lululemon are reducing product assortments (SKUs) to improve profitability and reduce discounting pressures as consumers cut spending amid high inflation. The strategy aims to stabilize sales, reduce unwanted inventory, and restore pricing power, though it limits consumer choice. While trimming SKUs can help smaller retailers refine offerings, larger brands like Lululemon risk diluting brand value if revenue grows too large.