Home Depot Gets Inspired with New Catalog

You probably don’t think of Home Depot as a source for $675 coverlets, $199 vases, and $549 mother-of-pearl-framed mirrors. But the Atlanta-based home improvement giant is selling such upscale furnishings via its new catalog and Website, 10 Crescent Lane.

Home Depot mailed more than 1 million copies of the debut edition of 10 Crescent Lane last month, which was also when it launched the Website. Marketed as “the destination for inspired living,” the new brand is geared primarily for women, focusing on upscale lighting, bedding, furniture, and decorative accessories.

The Home Depot name appears only in small type at the bottom of the site’s home page, and it’s nowhere on the front cover of the catalog. One might assume that the company figured that the Home Depot brand isn’t a selling point to the upscale women who are 10 Crescent Lane’s audience. But that’s not so, according to spokesperson Paula C. Smith. “It’s important to remember that women are already frequent customers of the Home Depot,’ she says. “In fact, about half of the customers in our retail stores are women.”

None of the items in 10 Crescent Lane are available in Home Depot stores, on the Home Depot Website, or via the Home Depot print catalog; only a small percentage are sold at the company’s Expo Design Center stores and Website, which sell furnishings, appliances, and hardware more upscale than those sold at Home Depot stores.

The company intends to mail 10 Crescent Lane monthly. Smith says that subsequent issues will continue to reinforce the catalog’s “whole home” concept. “For an audience looking for high-end decor, this will be the place to look for a long time to come,” she says.

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