Home Trends Repositions a Spin-off

Rochester, NY-based Home Trends has renamed and refocused its Back to Basics catalog. In January the catalog was renamed Home Trends Sleep Solutions.

Originally focusing on home accessories and housewares with the tagline “Quality at Affordable Prices,” the catalog now sells products exclusively for the bedroom and to help customers improve their sleep.

“Our customers made it clear that they wanted more specialty items like ‘memory foam’ that is contained in mattress toppers, pillows, even slippers,” says merchandise manager Janet Irwin. “Based on sales and customer inquiries and requests, we decided late last year to switch the focus of the Back to Basics catalog. When you specialize in everything from selling little problem-solvers to Oreck vacuums, you have to be able to allow for flexibility.”

The company’s core catalog, Home Trends—“Your Home Care Experts,” according to the tagline—sells household cleaning, storage, and organizational products. A spin-off, Picket Fence, sells similar items for the garden and garage. Sleep Solutions and Picket Fence mail every six weeks; Home Trends mails every four weeks.