Home Décor Products

Home Décor Products, Inc.
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.[1]

Business Portfolio

Home Décor Products owned and managed the following electronic commerce sites:

History

Home Décor Products was founded in November 2000 with the acquisition of Bathopia, a bath and kitchen e-tailer.[2] 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.[3][4][5]

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.[6] 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.[7] 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.[8]

HDPI claimed web sales of $83.8 million in 2007, but these figures were later found to be fraudulent. The company had an excess quantity of over-priced and unsellable product and was forced to declare Chapter 7 Bankruptcy on March 26, 2009, and has ceased operations.[9]

Milestones

In 2006, Home Décor Products was recognized as #5 on the Internet Retailer Top 500 List in the Housewares/Home Furnishings category. HDPI was also ranked on the Inc. 500 List of Fastest Growing Companies of 2006.[10]

HDPI announced a capital investment of $65 million from 3i Group, Liberty Media and Comcast Interactive Capital in December 2006.

Company Timeline

2000

2003

2004

2005

2006

2007

2009

References

  1. ↑ "About Us". HDPI.com. Retrieved 2007-08-16.
  2. ↑ "Home Decor Products Acquires Bathopia, a leading e-tailer of Bath & Kitchen Fixtures". Business Wire. 2000-11-30. Retrieved 2007-09-04.
  3. ↑ "Home Decor Products Acquires Bathopia, a leading e-tailer of Bath & Kitchen Fixtures". Business Wire. 2000-11-30. Retrieved November 23, 2016.
  4. ↑ "New Haven Home Decor". Archived from the original on November 23, 2016. Retrieved November 23, 2016.
  5. ↑ "Home Decor Products Revives 100-Old Retail Brand Hechinger Online". BuildingOnline.com. Retrieved November 23, 2016.
  6. ↑ "About HomeClick". HomeClick.com. Retrieved 2007-08-22.
  7. ↑ "Home Decor Products Revives 100-Old Retail Brand Hechinger Online". BuildingOnline.com. Retrieved 2007-08-16.
  8. ↑ "Home Décor Products Opens its Virtual Doors to Advertising Partnerships". RedOrbit.com. Retrieved 2007-09-24.
  9. ↑ Internetretailer.com
  10. ↑ "Inc. 500 Ranking No. 218 – Home Décor Products". Inc. Retrieved 2007-08-08.
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