Retailer Targets Home Furnishings for Growth
By George Anderson
Target has mailed and distributed 13 million plus copies of its Home Catalog as the retailer emphasizes its furniture and home furnishing options. The 52-page catalog is also viewable online at target.com.
According to a report on the DMNews.com, Target Stores president Gregg Steinhafel said the decision to launch the catalog was made “to reinforce our new positioning” as a destination for consumers looking to purchase furniture and other items for the home.
The catalog is intended to drive orders in stores or via the Web. According to DM News, shoppers are being given the incentive of free shipping on select items from the catalog through May 28. Target is also using email promotions to reach registered shoppers of the site.
The catalog promotes designer lines including Target exclusives such as Isaac Mizrahi Home, Michael Graves and Swell by Cynthia Rowley & Ilene Rosenzweig. Brand names including Fieldcrest, Woolrich and California Closets are also included in the catalog, which contains items priced from $1.99 to $299.99.
Moderator’s Comment: What is prompting Target’s recent emphasis on home furnishings? What does it mean within the larger competitive marketplace?
George Anderson – Moderator