THE HOME DEPOT EXPANDING HOME DÉCOR BUSINESS

A few months ago, The Home Depot announced purchasing The Company Store to expand its online assortment of home décor items. This was just the start of an organized expansion into this category for the DIY retailer. In an email to customers this week and on its web site, Home Depot announced, “Your favorite home improvement retailer is about to become your favorite décor destination.” The retailer strives to be a 1-stop home shopping experience by adding furniture, bedding, bath, wall décor, tabletop and home accents.

The Home Depot tried this concept in the 1990’s by opening trend “Expo” stores with a stylish approach to home remodeling and decorating versus its standard warehouse-style stores. They ended up closing these stores. For now the home décor strategy seems to be online only, without any announcement by the retailer to bring in-store merchandise in the category. However, the strategy is bound to help in its continuing competition with Lowe’s and it takes on Bed Bath & Beyond and WalMart, which is the only US retailer larger than Home Depot.