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.

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