The Home Depot will test a store-within-a-store concept with its Home Decorators Collection catalog. Jen Neimi, spokesperson for Atlanta-based Home Depot, says the test concept will be located in a new store scheduled to open this month in the Lincoln Park section of Chicago. The Home Decorators portion of the store will take up 5,000 sq. ft.
The Lincoln Park neighborhood is home to young professionals, recent college graduates, and young families, making it a demographic fit for Home Decorators’ target audience of affluent females. According to the data card on file with Hackensack, NJ-based Mokrynskidirect, the cataloger’s more than 672,000 12-month buyers have an average income of more than $75,000 and spend an average of $300 an order.
Home Decorators Collection, which The Home Depot purchased in May from St. Louis-based cataloger Knights Direct, sells a broad range of furniture, rugs, lighting, window treatments and decorative accessories. In addition to the print catalog and Website, it operates seven stand-alone stores in Illinois, Kansas, Missouri, and Oklahoma.