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(Photo by Michael Brochstein/SOPA Images/LightRocket via Getty Images) Just months after buying high-end linen e-tailer The Company Store, is making its big push into the home decor category. In an email sent out to customers on Monday and reinforced on its website, Home Depot is making it perfectly clear that it intends to be a big player in the decorative home furnishings business: “Your favorite home improvement retailer is about to become your new favorite décor destination.” Subtle, it’s not. Downright terrifying to the retailers currently in this space – Wayfair, J.C. Penney, Bed Bath & Beyond and just about every department in the country – it should be. While The Company Store is featured prominently on the promotional mailer, it is only one of several home furnishings touch points for the big do-it-yourselfer. Individual callouts bring attention to all the key classifications of the home decor business: furniture, bedding and bath, wall decor, tabletop and home accents. Even small appliances like toasters and blenders are offered online. None of these categories have been truly represented at Home Depot previously, and this effort marks a major initiative to take business away from existing retailers in the space, as well as further cement the store’s positioning as a one-stop resource for all things home. If you’re coming in to get a new toilet, replace your windows or redo the kitchen cabinets, why not get some bath towels, new furniture and curtains to finish the room and some dishes and glassware to go along with the new kitchen? As big a deal as this is for Home Depot, it’s not the first time it has tried this strategy. Back in the 1990s, the retailer tested a spin-off store called Expo that featured not only more upscale home improvement products but also the decorating accompaniments, including textiles, tableware and some furniture.
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