High-income customers in demand

 
America's two-income and/or time-pressed families are making do-it-yourself less desirable, and smart retailers recognize this fact. Consequently, Home Depot and Sears have developed new-concept chains to encourage up-market home redecorating and remodelling - Sears with its Great Indoors and Home Depot with its Expo Design Center. Dekor, a new third entrant operating only in Atlanta, meanwhile closed its four stores.
In all these stores the presentations are imaginative, strikingly attractive and inspirational. Adventurous customers can indeed do-it-themselves, but installation is readily available for those less inclined to DIY. The Great Indoors blends furniture, drapes, appliances, bath fittings, paints, etc., into an exceptional format. Products vary from inexpensive to very expensive, so the appeal is to customers of a wide range of incomes. Expo Design Centers, on the other hand, focus mainly on major remodelings of kitchens, baths, etc., and aim for a much higher transaction. The price range limits their appeal.
Both concepts are urban-oriented and are located in upscale neighborhoods. Early results for Sears' first stores encouraged it to plan for 200 units. Depot has been more cautious in its growth plans and recently announced a slowdown in store openings.
One question remains: Will more stores like these be developed in Europe's higher-income urban areas once they have proved themselves in the U.S.?
Bob VereenDIY in Europe USA