Home Depot Drops Two High-End Titles

Nov 01, 2006 9:07 PM  By

The Home Depot has dropped two high-end catalogs that it had launched just one year ago. But the big-box retailer has no plans to exit the direct-to-consumer home market.

Upscale furnishings title 10 Crescent Lane and high-end lighting book Paces Trading Co. will both live on as sections on Home Depot’s Website and within its core print catalog, says spokesperson Jean Osta Niemi. Both catalogs already ceased publishing, and a message on the 10 Crescent Lane Website instructs browsers to visit HomeDepot.com.

“As we monitored the progress of the direct business, it became apparent that HomeDepot.com and the Home Depot Direct catalogs were drawing the most traffic,” Niemi explains. “We’ve found that the Home Depot customer is still a customer who wants some upscale products. This will expose these offerings to millions of additional customers.”

Niemi says the company does not plan to merge Outdoor Living, another upscale title it launched in March, into the Home Depot Direct catalog. Outdoor Living, however, never had its own Website; its offerings have been available at HomeDepot.com.

Also, Home Depot will continue to run Home Decorators Collection, acquired in April from Knights Direct, as a separate entity. Home Decorators Collection, like Home Depot Direct, has a lower price point than 10 Crescent Lane and Paces Trading.

10 Crescent Lane and Paces Trading Co. both launched last October and were mailed to 1 million rented names.

Related articles:

“Home Depot Direct on an Upscale Climb”

“Home Depot Buys HDC”