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Home Depot Is Expanding Its Majaps Business


No. 3 majap chain The Home Depot is
adding Whirlpool, Electrolux and Frigidaire to its brand
roster and will expand its appliance departments in select
stores in a major bid to grow market share.

The new brands, and the expanded 2,400-squarefoot
majap showrooms, will roll out to 120 locations
nationwide by mid-fourth quarter. According to Bob
Baird, Home Depot’s appliances and kitchens merchandising
VP, the first department remodels will begin
appearing this summer.

The Whirlpool, Electrolux and Frigidaire assortment
will also be available online at

can be ordered at any U.S. store through the retailer’s
Depot Direct delivery network. Products will include
ovens, refrigerators, freezers, dishwashers and laundry

Whirlpool joins sister brands Maytag and Amana
at Home Depot, while Electrolux’s Frigidaire, step-up
Frigidaire Gallery and premium Electrolux badges are
new to the chain. The new additions are presently available
at home improvement rival Lowe’s.

Home Depot’s expanded assortment, and Whirlpool’s and Electrolux’s broadened distribution, come as No. 1
majap chain Sears continues to face weak financials and
an uncertain future.

According to TWICE’s latest Top 100 Major Appliance
Retailers Report, Sears’ white-goods sales slipped 3 percent
in 2010 to $7.3 billion, while sales declined nearly
2 percent at No. 2 majap chain Lowe’s, to $5.5 billion.
In contrast, Home Depot enjoyed a 1 percent uptick last
year, to $3.4 billion.

Best Buy and hhgregg occupy the fourth- and fifthplace
berths on the Top 100, with respective white-goods
sales of $1.8 billion and $795 million last year.

In a statement, Home Depot’s merchandising executive
VP Craig Menear said, “We are dedicated to offering
the widest selection and assortment of top brands to
our customers and this expansion helps us deliver on that
commitment. We are always looking for ways to improve
the shopping experience for customers.”

Added Jack Truong, head of Electrolux Major Appliances
North America, “This is a new customer for us,
and a fantastic opportunity to grow Electrolux while offering
more consumers our innovative products. This new
business accelerates our growth in North America and
provides the opportunity to intensify our investments in
innovation and benefit-driven design across the Frigidaire
and Electrolux brands. All of our customers — including
The Home Depot — will benefit from the investment to
drive growth.”