Home Decor Products
 |
|
| Private | |
| Industry | Online retailers, Home improvement retailers |
| Fate | Bankruptcy |
| Founded | 2000 |
| Defunct | 2009 |
| Headquarters | Edison, New Jersey |
|
Key people
|
Jon Bernstein, CEO |
| Products | Faucets, sinks, home décor, power tools, barbecue grills, swimming pool supplies |
|
Number of employees
|
150+ |
| Website | www.hdpi.com |
Home Décor Products, Inc. was a large online retailer of home improvement and furnishings, headquartered in Edison, NJ. It claimed to stock more than 450,000 home products from more than 800 luxury brands including TOTO, Lenox, Kohler, and Jacuzzi.
Home Décor Products owned and managed the following virtual commerce sites:
Home Décor Products was founded in November 2000 with the acquisition of Bathopia, a bath and kitchen e-tailer. Bathopia was best known for operating BathClick.com, an overpriced, cheaply made bath and kitchen fixtures retailer. Bathopia was relaunched as HomeClick.com, primarily an online retailer of bath and kitchen products, with the purpose of allowing the average consumer to purchase items directly online that were typically only available in various showrooms scattered about the country. HomeClick grew quickly in its first few years of existence and expanded its product offering to include appliances, lighting, housewares, and tableware by 2002.
In subsequent years, Home Décor Products expanded its online presence by launching several other websites to leverage its growing product assortment and cater to more consumer segments. Specialty sites such as Barbecues.com, KnobsandThings.com and Poolclick.com followed the launch of AbsoluteHome.com in 2004. In October 2005, Home Décor Products made a notable acquisition by buying the brand name of big-box retailer Hechinger, a brand known for pioneering the do-it-yourself (DIY) movement. HDPI also acquired the assets of DIY brand Builders Square, relaunching it as a vertical comparison shopping engine that exclusively targeted the home & garden market.
HDPI launched an advertising partnership program in June 2007 that would allow the numerous brands and manufacturers that sell through HDPI to message to its broad user base through banner advertising. Charter partners include high-end plumbing fixtures brand Hansgrohe.
...
Wikipedia