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Atlanta, Its second foray into the home-catalog business launches an upscale chapter for The Home Depot. The new high-end home catalog, 10 Crescent Lane, focuses on home decor items and is an attempt to “build a stand-alone brand,” said Shelley Nandkeolyar, president of The Home Depot Direct division.
10 Crescent Lane—the company’s second catalog effort, following The Home Depot Catalog, which launched in November 2003—is intended to compete with home-catalog competitors Frontgate, Horchow, Williams-Sonoma and Restoration Hardware.
The move, according to The Home Depot, is part of an overall corporate strategy initiated by CEO Bob Nardelli to “enhance, extend and expand” into new segments with significant growth potential.