The House2Homeä Concept
The incredible home decorating superstore
Spanning over 100,000 square feet and offering an expansive selection of specialty home décor products at value prices, House2Home promises to, literally, be the next BIG thing in home furnishings retailing. With everything to beautify, accessorize and personalize a home, the store will incorporate a unique mix of businesses in four primary categories:
Outdoor living: including patio furniture, Bar-B-Qs, nursery and garden, outdoor lighting, fountains, statuary and other décor;
Indoor living: a wide selection of flooring, carpeting, lighting, window treatments, paint and selected furniture;
Home décor and accessories: everything from tabletop, kitchenware, storage, bedding and bath to candles, silk flowers, picture frames and a variety of other decorative items;
Seasonal and party goods: a vast array of specialty items for all seasons and almost every occasion, with customized balloon bouquets and party favors, as well as holiday merchandise for the Christmas, Halloween and Easter seasons, among others;
Representing four specialty stores under one roof, House2Home is an exciting one-stop shopping destination for everything that makes a house a home. Visit the House2Home web site at www.house2home.com.
Store Locations
Five House2Home stores are scheduled to open in September 2000, in:
Las Vegas, Nevada 2260 S. Rainbow Blvd.
Henderson, Nevada 570 N. Stephanie Street
Foothill Ranch, California 26352 Towne Center Dr.
Murrieta, California 39835 Alta Murrieta
Palm Desert, California 72-700 Dinah Shore Drive
What Sets House2Home Apart
From service to selection, House2Home is unlike any other home furnishings retailer, with:
a special emphasis on the outdoor living category and western lifestyle trends;
an extraordinary product selection that is as deep as it is broad, with unique product finds and limited-time-only specials that offer consumers an exciting element of discovery and “the thrill of the hunt;”
exceptional, value-added services designed to greatly enhance and facilitate the shopping experience;
knowledgeable, friendly sales staff, along with department specialists and consultants to help coordinate and guide purchase decisions; and
the ability to offer time constrained shoppers the added convenience of one-stop shopping.
Industry Overview
Consistent growth in home furnishings provides a strong platform for House2Home
Housewares, accessories, textiles and furniture collectively represented $125 billion in sales in 1999. Analysts believe the home furnishings industry is one of the strongest growth segments in retail, with a projected annual growth rate of 5-7% per year, for the next several years.
The outdoor living market, including outdoor furniture, nursery and garden equipment, Bar-B-Qs, lawn care and landscaping products is an estimated $33 billion business, and one of the fastest growing categories in home-related products.
The outdoor living segment, as well as other selected businesses within home furnishings, is still highly fragmented, with no single dominant retailer addressing this market.
Consumer spending on home furnishings has increased at a compounded annual growth rate of over 7% every year since 1970.
House2Home’s primary target demographic of 35-54 year olds represent 52% of all home furnishings purchases. By 2010, the number of people in this age group is expected to expand by 33%.
Home ownership is at record levels, with 66.7% of all households owning their home. Home renovations are at an all-time high, having increased 74% over the last nine years.
The new wealth effect has spurred purchases of larger homes and second or multiple homes.
Greater media attention on home-related activities is both reflecting and fueling consumer interest in this area.
Women will be an important constituency for House2Home
Women are involved in 72% of all purchase decisions for the home, either as the primary decision-maker or as a participant in mutual decisions.
57% of the 15 million women who live alone own their home – that is 12% of all homes.
Women generally favor stores that are unique and offer specialized shopping experiences.
House2Home is well positioned as shifts in economic, retail trends emerge
According to recent industry reports, home furnishing sales are growing at a faster percentage rate than the retail sector overall.
As new home construction and new home buying recedes from peak levels, many homeowners are now turning their attention toward enhancing their existing homes.
Value-oriented retailers fare better than luxury retailers in an interest rate sensitive environment or amidst more tempered economic growth.
Home furnishings retailers are less susceptible to seasonal and cyclical changes or commodity price fluctuations than traditional home improvement retailers.
Traditional brick and mortar retailers are gaining favor on Wall Street over many pure-play e-tailers as they leverage their existing operations and brand awareness to develop hybrid, multi-channel business models.
Niche dominance is becoming an important advantage in the retail sector.
As baby boomers age and consumers grow more time constrained, there is a growing number of “buy-it-yourself” and “do-it-for-me” consumers, who, unlike “do-it-yourself” customers, want to make purchase decisions, but prefer to leave the installation to a professional. |
