Home Decorators Gets Store-Within-a-Store

Atlanta-based Home Depot is testing a store-within-a-store concept with its Home Decorators Collection catalog. Spokesperson Jen Neimi says the test concept is located in a Home Depot store scheduled to open this month in the Lincoln Park section of Chicago. The Home Decorators Collection portion of the store will take up roughly 5,000 sq. ft.

The Lincoln Park neighborhood is home to many young professionals and families, making it a demographic fit for Home Decorators’ target audience of upper-middle-class 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 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, the company operates seven stand-alone stores in Illinois, Kansas, Missouri, and Oklahoma.