A new “category-killer” retail store opened in Concord (near San Francisco) on Thursday. I always find it fascinating when businesses re-package themselves, like Togo’s recent switch to lower case a la pinkberry or when Ralph’s does like Whole Foods.
In this case, though, I found it even more interesting, because this it was a Home Depot Design Center,the sort being proposed over by our very own Marina Pacifia. According to the wire story, it’s more Bed, Bath & Beyond than DIY, with a female target market, which explains why HD isn’t concerned about loss of revenue in the Signal Hill store stores.
That’s great, because I really need another place to get home accessories. Because Target/BB&B/Cost Plus/Lowe’s/Sears/Wal-mart/Crate&Barrel/JC Penny/Costco/Pier1/Kohl’s/the old Home Depot never has those floral print storage bins I’m looking for.
From the article:
The Home Depot … traded in the lumberyards for flower bouquets and floral-print storage bins, a first-of-its-kind bid by the home improvement giant to seek women customers by retooling its warehouse formula. There are no commercial building supplies or contractor-grade tools. What customers will find is well-lit bathrooms, elaborate kitchen displays and stylish home furnishings. There will be expanded showrooms, softer lighting and lower shelves.
The new Concord store carries about three-quarters of the merchandise that a typical Home Depot sells, said Tim Seymour, Home Depot Inc.’s senior manager for merchandising. Instead, the store includes a home decor and furnishings department, home organization department and an expanded window and door gallery. The center of the store is composed mostly of showrooms that showcase appealing kitchens and porcelain bathtubs.
(Click here to read the full article in the LA Times.)
Incidentally, did you know that Home Deport was the U.S’s second largest retailer?