Who says people don't get excited about retail anymore?
Big crowds gathered outside the first Homesense store to open in the U.S. this past week in Framingham, Massachusetts.
TJX, the parent company of TJ Maxx, Marshalls and HomeGoods, is rolling out another home furnishing brand, promising this one will be different.
Taking a walk inside the Massachusetts store, one will find Homesense is organized mostly by color, pairing similarly patterned pieces throughout for shoppers in need of a little creative assistance.
Homesense's lighting, art and furniture sections — they're huge. But unlike HomeGoods, one won't see many items for kids nor pets sold by the new brand.
"Just as our customers enjoy shopping both TJ Maxx and Marshalls, we are confident that loyal customers and new shoppers alike will be excited about shopping both Homesense and HomeGoods," HomeGoods President John Ricciuti has said.
The company has promised both investors and shoppers that the overlap between a HomeGoods and a Homesense store is so minimal that TJX would consider positioning the two brands within the same strip center without fearing sales cannibalization.
Homesense locations will include a "General Store" that sells cleaning supplies and home improvement essentials like hardware, outdoor fixtures and mailboxes — more reminiscent of a Home Depot or Lowe's.
The layout of a Homesense store aims to mimic how items would be actually be arranged in someone's home, according to TJX. And there will also be sections throughout tailored to specific holidays or special occasions.
Come Sept. 7, TJX will open its second U.S. Homesense location in East Hanover, New Jersey, with many more to come.
And while TJX is rolling out Homesense across America, the company still plans to open about 100 HomeGoods stores this year.
"Again, we are seeing great opportunity for the future of our company within the U.S. home sector," TJX CEO Ernie Herrman said on a recent call with analysts and investors.
Compare and contrast HomeGoods and Homesense for yourself.