Home Depot Wants to Be a Decor Destination

Home Depot is stepping up its home furnishings and decor business. In a July 9 email blast, the home improvement retailer proclaimed it is now "all about decor" and "about to become your new favorite decor destination." The missive touted the retailer's assortment of furniture, wall decor, bedding and bath product while promising 25-30% off select items. The email also welcomed textiles and decor e-tailer The Company Store — which the retailer acquired late last year — to the Home Depot family, directing users to a dedicated page within homedepot.com spotlighting Company Store items such as pillows, sheets, quilts, bath rugs and comforters. The page boasts that Home Depot shoppers can now shop the Company Store’s “full selection of high-quality, hand-picked bedding and bath essentials right here at The Home Depot” and lets visitors: browse Company Store SKUs by categories such as bath towels, duvet covers, and blankets,learn tips and tricks to choosing bed sheets, andview a list of Company Store “best sellers.” The Company Store items on homedepot.com do not appear to be available in stores but can be purchased via thecompanystore.com. A display ad on the retailer’s home page also touts The Company Store. Spotlighting The Company Store on homedepot.com is in line with the retailer's plan to expand its online home decor business. Late last year, the retailer said it plans to leverage its company as an online destination for expanded decor categories. The acquisition of The Company Store accelerated this effort.The home decor space isn't new territory for the retailer. In the 1990s, Home Depot tested a spin-off store, dubbed Expo, that not only carried more upscale home improvement products but also decorating accompaniments, such as textiles, tableware and some furniture, according to Forbes. The stores were meant to target an upscale home remodeling market, but they never seemed to catch on, reported the Los Angeles Times, and were closed at the turn of the century. The retailer also carries items such as shower and window curtains as well as bed pillows, both in stores and online. Decor accounted for $3.1 billion — or about 3.1% — of Home Depot’s sales in fiscal 2017, which ended Jan. 28, 2018.

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