Home Depot retools its OPE lineup

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Home Depot retools its OPE lineup

By HBSDealer Staff - 07/21/2020
The Ego brand will be discontinued at Home Depot.

The Home Depot says it is accelerating its investments in resets of its outdoor power categories, as it also refines and simplifies its primary brands across the category.

As part of the changes, the Ego line of power equipment is out, and a simplified, branded-bay presentation of outdoor power is rolling into stores. 

"We have been extremely pleased by the customer response to our premiere outdoor power brands, as we improved the shopping experience with a simplified presentation," said Ted Decker, executive vice president, Merchandising. "Similar to prior resets in our power tool business, outdoor power equipment is being reset and positioned by brand, and we will complete this rollout to approximately 1,300 U.S. stores by year's end."

The enhanced assortment will include The Home Depot's top brands of innovative cordless outdoor power - Ryobi, Makita, DeWalt, and Milwaukee – as well as gas-powered Toro, Echo, John Deere, Cub Cadet, Honda, and Troy-Bilt.

As part of this merchandise reset, the company has made the decision to discontinue the Ego line of outdoor power equipment. Earlier this year, Home Depot named Chervon’s Ego brand of outdoor power equipment products as its 2019 Environmental Partner of the Year.

Earlier in the year, the company began refreshing its presentation of the outdoor power category to make it easier for customers to determine which equipment would best meet their needs. The branded-bay presentation features the latest in battery-powered technologies that have become increasingly popular among DIY consumers and professional landscapers.

Ryobi, DeWalt, Milwaukee, and Makita provide common battery platforms across their power tool and outdoor power equipment products, which collectively make up the majority of batteries already owned by consumers, Home Depot said. 

The company expects to complete the resets in all remaining stores through spring of 2021.

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