Home Depot courts women with décor lines

ATLANTA — Home Depot is focusing on home décor in its online channel in an effort to appeal to women, an executive explained to Business Insider. The strategy is aimed at reaching the homeowners behind the projects of Home Depot’s pro clientele. “From all of our history, when you look at the categories we play in — in decor, paints, rugs and all the other categories — the ‘she’ customer is making most of the decisions, even if they’re utilizing that pro to help them with the renovation,” said Jeanine Huebner, senior VP, hardlines. “If they’re utilizing the pro, whether it’s to install or paint, we’ve really had our focus on ‘her,’ to help convert her with the sale.”