Advertisement
09/28/2021

HomeGoods launches first-ever e-commerce site

Dan Berthiaume
Senior Editor, Technology
Dan Berthiaume profile picture
HomeGoods logo
HomeGoods is making its debut as a digital retailer.

A longtime e-commerce holdout is entering the world of digital retail.

Leading off-price home décor retailer HomeGoods is introducing e-commerce on the HomeGoods.com site as of Sept. 28, 2021. The site debuts with a selection of curated products, featuring a mix of merchandise just like shoppers can find in-store. Categories include bedding, bath, decorative pillows, kitchen goods, seasonal décor, pet, and storage/organization, with new items to be added regularly.

Customers who make purchases on the site will be able to return online merchandise via mail or in-store at any one of the more than 820 HomeGoods locations across the U.S. HomeGoods plans to continue to expand its online store, beginning with a collection of gifts and themed décor in time for the holiday season. The site also features a local store-finder tool.

HomeGoods parent The TJX Cos. initially announced it would introduce e-commerce at the home décor chain as part of its earnings release for the third quarter of fiscal 2020. At the time, TJX said it would roll out e-commerce at HomeGoods later in 2021 to leverage its strength in the home category and capitalize on its market share growth opportunities.

Comp sales surged 15% at HomeGoods during that quarter as consumers continued to spend on their homes amid the pandemic. HomeGoods has continued delivering strong comp sales performance in the three full fiscal quarters that have followed, including a company-leading 36% year-over-year increase in the second quarter of fiscal 2021.

TJX is slowly expanding its presence in e-commerce, an area where off-price retailers typically have minimal involvement. In September 2019, the company’s Marshalls off-price banner debuted an e-commerce website. Like the HomeGoods site, the Marshalls site offers a similar merchandise mix to its brick-and-mortar stores, with curation. Goods bought online can also be returned via mail or at any one of the more than 1,100 Marshalls stores across the country.

However, the Marshalls site differs by also offering a number of interactive features, including a gamified “swipe to shop” mobile shopping feature which enables customers to view and sort products by swiping left or right to buy or save them for later. TJX’s flagship T.J. Maxx banner also operates an e-commerce store.

"We are thrilled to bring a second way for our passionate shoppers to discover and shop an assortment they know and love," said John Ricciuti, president of HomeGoods. "We hope our customers find the same excitement shopping HomeGoods online as they do exploring the aisles of our stores."

"We are excited to expand HomeGoods' digital footprint so customers can shop whenever they'd like," said Mark DeOliveira, president, TJX Digital U.S. "HomeGoods.com will provide a complementary experience to our stores, allowing shoppers to pair in-store purchases with online finds to bring their vision to life."

HomeGoods operates more than 820 stores across the country and is a division of The TJX Companies, Inc., the leading off-price retailer of apparel and home fashions in the U.S. and worldwide. As of January 30, 2021, the end of the company's fiscal year, TJX operated a total of 4,572 stores in nine countries, the U.S., Canada, U.K., Ireland, Germany, Poland, Austria, the Netherlands, and Australia, and four e-commerce sites.