Home Décor Products
Encyclopedia
Home Décor Products, Inc. was a large online retailer of home improvement
and furnishings, headquartered in Edison, NJ. It claimed to carry over 450,000 home products from over 800 luxury brands including TOTO
, Lenox, Kohler
, and Jacuzzi
.
sites:
s scattered about the country. HomeClick grew quickly in its first few years of existence and expanded its product offering to include appliances
, lighting, housewares, and tableware
by 2002.
In subsequent years, Home Décor Products expanded its online presence by launching several other websites to leverage its growing product assortment and cater to more consumer segments. Specialty sites such as Barbecues.com, KnobsandThings.com and Poolclick.com followed the launch of AbsoluteHome.com in 2004. In October 2005, Home Décor Products made a notable acquisition by buying the brand name of big-box retailer Hechinger
, a brand known for pioneering the do-it-yourself (DIY) movement. HDPI also acquired the assets of DIY brand Builders Square
, relaunching it as a vertical comparison shopping engine
that exclusively targeted the home & garden market.
HDPI launched an advertising partnership program in June 2007 that would allow the numerous brands and manufacturers that sell through HDPI to message to its broad user base through banner advertising. Charter partners include high-end plumbing fixtures brand Hansgrohe
.
HDPI declared Chapter 7 Bankruptcy on March 26, 2009, and has ceased operations.
HDPI announced a capital investment of $65 million from 3i
Group, Liberty Media
and Comcast
Interactive Capital in December 2006.
Home improvement
Home improvement, home renovation or remodeling is the process of renovating or making additions to one's home.-Types of home improvement:...
and furnishings, headquartered in Edison, NJ. It claimed to carry over 450,000 home products from over 800 luxury brands including TOTO
TOTO (company)
was founded in 1917. It is a company based in Kitakyushu, Japan. It is the world's largest toilet manufacturer.The name "TOTO" is an abbreviation of the two Japanese words forming its full name, . The company invented and patented the Washlet. Plants outside Japan are:*Beijing Toto, China*Taiwan...
, Lenox, Kohler
Kohler Company
'The Kohler Company is a manufacturing company in Kohler, Wisconsin best known for its plumbing products. Kohler also manufactures furniture, cabinetry, tile, engines, and generators.-History:...
, and Jacuzzi
Jacuzzi
Jacuzzi is a company that produces whirlpool bathtubs and spas. Its first product was a bath with massaging jets. The term "jacuzzi" is now often used generically to refer to any bathtub with massaging jets.-History:...
.
Business Portfolio
Home Décor Products owned and managed the following electronic commerceElectronic commerce
Electronic commerce, commonly known as e-commerce, eCommerce or e-comm, refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks. However, the term may refer to more than just buying and selling products online...
sites:
- HomeClick.comHomeClickHomeClick is an online retailer of home improvement products based in Somerset, New Jersey. It is a subsidiary of HomeClick, LLC. HomeClick claims to offer the largest online assortment of "upscale" home brands, with over 500,000 home products across numerous categories.- History :HomeClick was...
(first and flagship site) – retailer of high-end home improvement brands & products - AbsoluteHome.com – retailer of everyday home improvement merchandise
- HechingerHechingerHechinger, mistakenly called Hechinger's by many customers was a chain of home improvement retail stores headquartered in Landover, Maryland outside Washington, D.C., and an online retailer owned by Home Decor Products.John Hechinger, Sr...
.com – retailer of power tools and DIY products - BuildersSquareBuilders SquareBuilders Square was founded as a big-box home improvement retailer headquartered in San Antonio, Texas. A subsidiary of Kmart, its format was quite similar to Home Depot, Menards and Lowe's with floor space of about . Builder's Square.com, Inc. has its headquarters in Edison, New Jersey...
.com – comparison shopping site for the DIY segment - Barbecues.com – retailer of high-end barbecue grills and outdoor living merchandise
- ChefsCorner.com – offers culinary tools, small kitchen appliances and tableware
- KnobsandThings.com – large selection of cabinet hardware, door handles and switchplates
- PoolClick.com – pool supplies and accessories retailer
- ChristmasCatalog.com – catalog retailer of holiday decorations, trees and ornaments
History
Home Décor Products was founded in November 2000 with the acquisition of Bathopia, a bath and kitchen e-tailer. Bathopia was best known for operating BathClick.com, a high-end bath and kitchen fixtures retailer. Bathopia was relaunched as HomeClick.com, primarily an online retailer of bath and kitchen products, with the purpose of allowing the average consumer to purchase items directly online that were typically only available in various showroomShowroom
The word showroom has two distinct meanings including:-Marketing location:A showroom is a large space used to display products for sale, such as automobiles, furniture, appliances, carpet or apparel. The World's most famous locations for a showroom are the Champs Elysees in Paris or the 5th Avenue...
s scattered about the country. HomeClick grew quickly in its first few years of existence and expanded its product offering to include appliances
Major appliance
A major appliance, or domestic appliance, is usually defined as a large machine which accomplishes some routine housekeeping task, which includes purposes such as cooking, or food preservation, whether in a household, institutional, commercial or industrial setting...
, lighting, housewares, and tableware
Tableware
Tableware is the dishes or dishware , dinnerware , or china used for setting a table, serving food, and for dining. Tableware can be meant to include flatware and glassware...
by 2002.
In subsequent years, Home Décor Products expanded its online presence by launching several other websites to leverage its growing product assortment and cater to more consumer segments. Specialty sites such as Barbecues.com, KnobsandThings.com and Poolclick.com followed the launch of AbsoluteHome.com in 2004. In October 2005, Home Décor Products made a notable acquisition by buying the brand name of big-box retailer Hechinger
Hechinger
Hechinger, mistakenly called Hechinger's by many customers was a chain of home improvement retail stores headquartered in Landover, Maryland outside Washington, D.C., and an online retailer owned by Home Decor Products.John Hechinger, Sr...
, a brand known for pioneering the do-it-yourself (DIY) movement. HDPI also acquired the assets of DIY brand Builders Square
Builders Square
Builders Square was founded as a big-box home improvement retailer headquartered in San Antonio, Texas. A subsidiary of Kmart, its format was quite similar to Home Depot, Menards and Lowe's with floor space of about . Builder's Square.com, Inc. has its headquarters in Edison, New Jersey...
, relaunching it as a vertical comparison shopping engine
Price comparison service
On the internet, a price comparison service allows individuals to see different lists of prices for specific products. Most price comparison services do not sell products themselves, but source prices from retailers from whom users can buy...
that exclusively targeted the home & garden market.
HDPI launched an advertising partnership program in June 2007 that would allow the numerous brands and manufacturers that sell through HDPI to message to its broad user base through banner advertising. Charter partners include high-end plumbing fixtures brand Hansgrohe
Hansgrohe
'Hansgrohe is a German sanitary fittings manufacturer. It was founded by Hans Grohe in 1901, in Schiltach, Germany. Hansgrohe is currently the world's largest shower head and hand-held shower attachment supplier followed by competitors such as GROHE and ROHL...
.
HDPI declared Chapter 7 Bankruptcy on March 26, 2009, and has ceased operations.
Milestones
In 2006, Home Décor Products was recognized as #5 on the Internet Retailer Top 500 List in the Housewares/Home Furnishings category. HDPI was also ranked on the Inc. 500 List of Fastest Growing Companies of 2006.HDPI announced a capital investment of $65 million from 3i
3i
3i Group plc is a multinational private equity and venture capital company headquartered in London, United Kingdom. It has offices in 13 countries across Asia, Europe and the Americas and had total assets under management of £12.7 billion as at 31 March 2011...
Group, Liberty Media
Liberty Media
Liberty Media Corporation is an American media conglomerate and the control is exercised by company Chairman John C. Malone, who owns a majority of the voting shares....
and Comcast
Comcast
Comcast Corporation is the largest cable operator, home Internet service provider, and fourth largest home telephone service provider in the United States, providing cable television, broadband Internet, and telephone service to both residential and commercial customers in 39 states and the...
Interactive Capital in December 2006.
2000
- September: HomeClick.com Launches, primarily as a retailer of bath and kitchen products online
- October: Home Décor Products, Inc. is formed as parent company of HomeClick.com
2003
- March: Michael Golden, previous founder of GSI CommerceGSI CommerceGSI Commerce is an eBay company specializing in creating, developing and running online shopping sites for brick and mortar brands and retailers....
and Organic, Inc., named as CEO
2004
- February: Seymour Holtzman and Holtzman Opportunity Funds invest $5MM in the Company
- August AbsoluteHome.com launches
- September: Barbecues.com Launches
2005
- February: KnobsandThings.com Launches
- June:
- Home Décor Products moves to a new 270000 square feet (25,083.8 m²) office/warehouse space in Edison, NJ
- Holtzman Opportunity Funds and Kinderhook Partners invests an add’l $7.1MM in the Company
- October: Hechinger.com Launches
2006
- February: PoolClick.com Launches
- June:
- ChefsCorner.com Launches
- Michael Golden Named Best Executive at American Business Awards
- July: Cliquidate.com Launches
- August: Home Décor Products named to Inc. 500
- November: Home Décor Products Purchases NationBlinds.com
- December: Home Décor Products Secures $65 Million in Private Funding from 3i, Liberty Associated Group and Comcast Interactive