Home Depot Keeps Aiming Its Catalogs High

With its newest catalog, Outdoor Living, Atlanta-based Home Depot continues to target a more affluent audience.

Launched earlier this month, the 200-page Outdoor Living targets consumers with income of at least $75,000. Its 1,200 items include the five-piece Targa Outdoor Wicker Collection dining set for $3,325, s 30-piece BBQ Tool Set for $80, and a Crane Fountain for $347. According to spokesperson Jean Osta, the items featured in Outdoor Living are also available in Home Depot stores and on HomeDepot.com.

In that regard, Outdoor Living is different from the two titles Home Depot launched last fall: furniture catalog 10 Crescent Lane and lighting catalog Paces Trading Co. The 52-page Paces Trading targets consumers with annual income of more than $225,000, much like 10 Crescent Lane (see ”Home Depot Gets Inspired with New Catalog”).

And unlike Outdoor Living, neither 10 Crescent Lane nor Paces Trading features the Home Depot name on the front cover. What’s more, the items available in the catalogs—such as Paces Trading’s $489 Crystal Floor Lamp and 10 Crescent Lane’s $5,200 Randy Snugglin’ Bench–are not available in Home Depot stores or on www.HomeDepot.com.

Paces Trading launched shortly after 10 Crescent Lane’s October debut. “Our February relaunch included some new items,” Osta says, “and mailed to more than 1 million additional names, primarily from the same mailing list used for 10 Crescent Lane.” So far, Osta says, the early numbers for Paces Tradinghave “exceeded all expectations.” Like 10 Crescent Lane, the Paces Trading title is scheduled to continue mailing monthly.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.