TJ Maxx 2004 Annual Report Download - page 15

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13
Whether home accents, statement pieces, or more basic items,
such as cookware and bedding, HomeGoods offers an excel-
lent value proposition for all of our merchandise assortments.
We offer great values, at 20 – 60% less than specialty and
department store regular prices,every day, making HomeGoods
a unique shopping destination in home fashions retailing.
In 2004, we tested a dual-branding initiative to reach
new customers with our HomeGoods concept. This dual
branding gives the HomeGoods name equal billing with T.J.
Maxx or Marshalls in our existing superstores.We also tested
dual branding in a new combination superstore format for
HomeGoods and T.J. Maxx, based on the success of our
Winners/HomeSense side-by-side stores in Canada.With
encouraging early results showing that dual branding attracts
new customers to both sides of the business, we will be
expanding these tests to more superstores this year and will con-
tinue to open more stores in the combination configuration.
We also launched an e-commerce site in 2004,
www.homegoods.com, marking HomeGoods’ entrée to the
Internet.We are excited about this website, which provides
a national platform for this business that we believe will go
a long way to building brand awareness for HomeGoods
across the U.S.We have seen encouraging early trends in
our online business and are looking forward to its growth
prospects for the future.
We are excited by the opportunities that lie ahead for
HomeGoods, and believe that the fundamental strengths of
this business and its unique niche in home fashions retailing
will continue to fuel its growth.