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The Home Depot Expands Majaps

ATLANTA -Enthused by the “explosive” growth of its majap business last year, The Home Depot said it would expand its commitment to the category-and its sole appliance suppliers, GE and Maytag-in fiscal 2001.

“We are getting even more aggressive in this category through enhanced marketing and Web-connected kiosk programs, continued testing of new formats, and the introduction of exciting new products,” said Mark Baker, executive VP and chief merchandising officer for the home improvement chain.

Speaking from the floor of the Builders Show here earlier this month, Baker numbered GE’s Advantium 120 speed-cook oven, its new line of energy-efficient refrigerators, and GE-branded room air conditioners among forthcoming additions to its majap mix.

He added that other program enhancements would include a deeper product assortment, both in-store and online, the addition of dedicated appliance “experts” to the selling floor, and the development of “more open formats” for majap displays.