Report: Home Depot Targeting Women with New Format

Chicago, Responding to criticism that its warehouse-styled stores are a turn-off for many women, The Home Depot will test a new, female-friendly concept, dubbed Home Depot Design Centers, later this month in Charlotte, N.C., and Concord, Calif., according to MarketWatch.

The new concept is reported to be a cross between the typical Home Depot and its expo design-studio concept. The test stores will feature expanded bath and kitchen showrooms, as well as an expanded home organization selection. The garden center will emphasize stylish outdoor furniture and accessories, upscale pottery and other garden paraphernalia.

The store design will reflect the target audience. The lighting will be softer, the stockroom ceilings and the pallet racking will be gone, sight lines will be lower, and the layout will be more open, according to the report. The signage and color scheme will incorporate a deeper shade of the iconic orange Home Depot uses in its big-box stores with warm earth tones of brown, gray and other neutral shades.