Quebec City-based Simons is expanding its home-goods business with the launch of an online-only selection.
The retailer has introduced four categories of furniture and home accessories, including accent furniture such as coffee tables and chairs, area rugs, lighting, and décor such as wall art, mirrors and clocks. The assortment is made up of items from Canadian suppliers, including Montreal-based Pink & Brown, Vancouver-based Torre & Tagus, and Toronto-based Umbra.
“I’m really keen on the web and our stores being well aligned,” said Simons CEO Peter Simons, in an interview with Marketing. “A lot of companies have gone the ‘endless aisle’ approach, a la Amazon. We’ve tried to make our website [reflect] our stores and vice-versa. But, in this case, I thought we could strengthen the overall assortment of [home goods]… It helps the customer solve her conundrum of how to decorate a room in one-stop shopping.”
The retailer has had a home-goods department since the 1950s. Today, its kitchen, bed and bathroom soft goods are sold in stores and online. “[Home goods] has been growing phenomenally and it’s a substantial part of our business,” said Simons. “We’re hoping it will be a bigger part of our business with this program.”
Simons said the company planned to launch a marketing campaign, likely digitally focused, in the near future. “We haven’t really pushed it yet. We’re just making sure we understand the shipping and IT connection with our suppliers,” he said. “You want to make sure the customer is getting the confidence for returns and the simplicity that we’re known for in our stores and on our website.”
