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Home Depot opens first store in Manhattan
Atlanta Journal-Constitution ^ | 9.10.04 | RENÉE DEGROSS

Posted on 09/10/2004 8:19:38 PM PDT by mhking

New York -- You won't find 8-by-10s or heavy-duty lawn tools, but if you want a closet organizer or the perfect plant for a rooftop terrace, you're in the right place.

Atlanta-based Home Depot rolled out the orange carpet to Manhattan on Friday with a distinctly citified version of its superstores.

It's a three-story home improvement emporium without SUVs or pickups lined up in a parking lot -- because there is no parking lot. Instead, a doorman out front will help hail a cab, and a courier service will deliver anything customers can't carry.

This $20 million store, at West 23rd Street and Fifth Avenue in the Big Apple's Flatiron district, blends elements of Home Depot's high-end Expo concept with more mundane items tailored to the urban dweller's needs.

The store opened at 7 a.m., and about 15 curious and enthusiastic shoppers lined up outside the columned building where it is housed.

"We couldn't resist getting up early," said Barbara Raab, who arrived a bit later with neighbor Ann Northrop. "This might be a totally run-of-the-mill store for Atlanta, but not for here."

Northrop was also impressed, although she found the early morning grand opening a bit lacking.

"Where's the coffee?" she said. She also wondered if the high clerk-to-customer ratio of Friday morning would survive when she made return trips. Home Depot wants to build a loyal customer base in Manhattan, but it also is using the store as a test bed for various products and concepts.

Some of those products include rugs ranging from $200 to $8,000; furniture and closet organization systems, including Tvilum-Scanbirk modular systems; and an array of small household appliances, including Maytag blenders in antique copper with a pitcher attachment for $349.

The store also sports a how-to clinic area with flat-screen televisions piping in ongoing live or recorded demonstrations.

"This store is proof positive of the entrepreneurial spirit and the innovation across all of Home Depot," said Bob Nardelli, the retail giant's chairman and chief executive.

Home Depot has 14 stores in the five-borough New York City area. But the new store and another slated to open later this year, at 59th Street and Third Avenue, are the chain's first in Manhattan. The store that opened Friday is in an 1890s building that once housed toy manufacturer Hasbro.

"Before, we had to schlep to Queens to get to a Home Depot," said Alice Rieg, who lives a few blocks from the new store. "My apartment is crowded, but I'll look around."

The 105,000-square-foot store is similar in size to Home Depots found in the suburbs. But you won't find may of the typical suburban staples, not even its concrete warehouse floors. Home Depot says the floors here are made of sand from California beaches, which is lacquered with a clear polymer.

You also won't find cement, lumber or drywall, which can be special-ordered.

But Manhattanites can browse George Kovacs designer lamps, rows of kitchen cabinetry in dozens of colors, and a wall of kitchen countertops.

There are more vignettes of galley kitchens than seen in a typical Home Depot. The bathroom aisle has every sink known to man. The appliances are also made for the urban dweller -- small and sleek.

On the lower level, the hardware section has an old-timey hardware store feel, and customers can rent cordless power drills. There's also a gallery of plants and decorative planters. Home Depot workers will pot customers' plant purchases for free.

"We really built the store around customer aspirations and needs," said John Costello, Home Depot's executive vice president of merchandising and marketing. "It combines the best of many specialty stores in a single home-improvement warehouse."

There are aisles of organizers, including a gym in a box -- a treadmill and weight bench with dumbbells that folds up into an armoire that sells for $2,299. The store also stocks more cleaning products than any other store.

Mesh tote bags for shopping are strategically placed around the store, and the orange shopping carts are smaller than the wide-load suburban variety. Delivery fees start at $21.

"I'm excited beyond belief," said Deborah Schiffman, who toted along her kitchen color scheme and expected to walk out with new kitchen countertops.

"I've been wanting to do my kitchen, but to do it in Manhattan is difficult until now."


TOPICS: Business/Economy; Culture/Society; Extended News; News/Current Events
KEYWORDS: homedepot; nyc; retail
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To: kenth

S'pose they sell 360 volt circuit breakers in electrical?


21 posted on 09/10/2004 9:09:55 PM PDT by WorkingClassFilth (What freakin' frequency are you on, Kenneth...NPR?)
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To: Happygal

Well, then we can blame Renee DeGross of the Atlanta Constitution for bringing up SUVs (though I don't see how mentioning suburban parking lots with SUVs could be seen as "looking down their noses").


22 posted on 09/10/2004 9:12:00 PM PDT by saquin
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To: saquin

True. And perhaps I was being a tad trite.

I don't think I was COMPLETELY off base though, either.


23 posted on 09/10/2004 9:18:24 PM PDT by Happygal (liberalism - a narrow tribal outlook largely founded on class prejudice)
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To: Happygal
BOYCOTT HOME DEPOT UNTIL THEY PULL THEIR ADVERTISING FROM CBS!
24 posted on 09/10/2004 9:23:41 PM PDT by Viet-Boat-Rider (((KERRY IS A NARCISSISTIC LIAR, GOLDBRICKER, AND TRAITOR!)))
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To: not_apathetic_anymore
So far I've talked myself out of a compressor and nail gun...

tsk, tsk, tsk... you should get a 6gal Porter-Cable pancake compressor and at least an 18ga, brad nailer. And compressors are very usefull for a variety of things besindes nail guns.

resistence is futile

;-)

25 posted on 09/10/2004 9:31:44 PM PDT by AFreeBird (your mileage may vary)
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Comment #26 Removed by Moderator

To: Clemenza
"The Home Depots in Miami were major cruising centers for homosexuals. I kid you not.

I did not notice that when I was there 2 years ago. What I did notice was that there is a 24 hour Home Depot about a half hour from Miami Beach. I had never heard of one open all night. I arrived late for a trade show to the next morning and needed some stuff for my booth. I ended up at the all night Home Depot shocked and a happy customer.

27 posted on 09/10/2004 9:45:23 PM PDT by Sunnyvale CA Eng.
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To: mhking
Some of those products include rugs ranging from $200 to $8,000

80 bills? For a rug? Geez, the one I use to keep motorcycle parts from rolling around when I do a rebuild in the living room was only $4200.

28 posted on 09/10/2004 9:47:58 PM PDT by asgardshill (By direct order, I LOVE ALAN KEYES!)
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To: mhking

Sounds like an Expo design center more than a Home depot.


29 posted on 09/10/2004 10:06:52 PM PDT by Katya (Homo Nosce Te Ipsum)
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To: AFreeBird
pancake compressor and at least an 18ga, brad nailer

Gee thanks! That's about all the encouragement I need, when I go out and look at it again I may have to buy one of those cool laser level thingies ...

30 posted on 09/10/2004 10:10:09 PM PDT by not_apathetic_anymore
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To: mhking

Home Depot has jumped the shark.


31 posted on 09/10/2004 11:41:38 PM PDT by Moonman62
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To: mhking

LOL!


32 posted on 09/11/2004 1:55:11 AM PDT by cyborg (http://mentalmumblings.blogspot.com/)
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To: mhking

bttt


33 posted on 09/11/2004 1:58:35 AM PDT by lainde (Heads up...We're coming and we've got tongue blades!!)
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To: Happygal

Do I detect an anti-urban class warfare bias here?
The Home Depot looks beautiful in the photo and is a wecome addition to Manhattan.
BTW The family apartments in my neighborhood are 2000-4000 sq ft on average. Houses are 4500 plus sq ft.
You should take a look at the NYTimes Real Estate listings before posting such nonsense.
Most of us have cars, it is parking spaces that are rare and expensive.


34 posted on 09/11/2004 2:43:37 AM PDT by Cincinna (BEWARE OF HILLARY AND HER HINO)
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