A home within a home
Home improvement retailer The Home Depot Inc. has announced a definitive agreement to purchase Home Decorators Collection, which operates a catalog and e-commerce site selling home décor merchandise.
Home Decorators Collection, No. 188 in the Internet Retailer Top 400 Guide to Retail Web Sites, will become part of Home Depot Direct, the direct-to-consumer division of The Home Depot, No. 49 in the Internet Retailer Top 400 Guide to Retail Web Sites.
As a result of the acquisition, Home Depot Direct has doubled in size and significantly increased its presence in the home décor category with approximately 65,000 new home décor products, according to the company. Further, parent Home Depot will grow its customer base with Home Decorators’ catalog customer base of 3.3 million targeted buyers, it adds.
Home Decorators Collection will enhance Home Depot Direct’s multi-channel retailing strategy, adding to an array of online sites and catalogs. Home Depot Direct’s current offerings include HomeDepot.com as well as specialty catalogs including Outdoor Living, Holiday, Tools, 10 Crescent Lane and Paces Trading Company.
Home Depot saw web sales increase 70.9% in 2005 to $279.7 million compared with $163.7 million in 2004, according to Internet Retailer estimates. Home Decorators Collection web sales hit $27.8 million last year, up 20.3% from $23.1 million in 2004.
Brett Lauter, director of emerging brands of Home Depot Direct will speak at the Internet Retailer 2006 Conference & Exhibition in an educational session titled Micro-Segmentation: The Internet Goes Where Stores and Catalogs Can`t.
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