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Home Depot sees further sales potential in upmarket mail order business
Home Depot has entered the mail order business, selling an upmarket lifestyle under the name of "10 Crescent Lane". It is not obvious from the 96-page summer catalogue that Home Depot is behind the undertaking: only insiders will deduce this from the copyright assigned to Homer TLC, Inc. Homer was a cartoon figure originally used as a DIY customer in the first Home Depot advertisements and then copyrighted.
The selection of products in the June catalogue ranges from standard housewares to living-room furniture, though the prices are far from standard. For example, a manual popcorn popper costs US $ 25, a stylish single-lever tap can be had for US $ 795 and a velvet couch for US $ 3 600.
The new catalogue in some ways competes against Crate & Barrel, Williams-Sonama and Restoration Hardware, although the prices seem to be far above the level of their publications.
The selection of products in the June catalogue ranges from standard housewares to living-room furniture, though the prices are far from standard. For example, a manual popcorn popper costs US $ 25, a stylish single-lever tap can be had for US $ 795 and a velvet couch for US $ 3 600.
The new catalogue in some ways competes against Crate & Barrel, Williams-Sonama and Restoration Hardware, although the prices seem to be far above the level of their publications.
