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Tug-of-war leads to share standoff

Contested by a core group of retailers committed to the category, sales of soft window coverings grew ever so slightly last year, leading to a market share stalemate, according to HTT's The Facts report.

The soft window coverings business is dominated by a handful of chains — JCPenney, Bed Bath & Beyond, Linens 'n Things, Wal-Mart and Target, to name the leaders — with broad but notably less forceful participation by others. Despite that, it remains one of the few home fashions categories actively contested — with some success — by independent and smaller chains.

There were some major changes in the merchandise mix. Pinch-pleat draperies took a major hit, while scarves vaulted into double figures, a fact which may be tempered by the decrease reported in top treatments.

Distribution Channels Share 2002 % Sales 2002 $
sales in $billions 2001 2001
1. Mid-price chains 39% $1,502
39 1,482
2. Discount department stores 31 1,194
31 1178
3. Home textile specialty chains 19 732
119 722
4. Department stores 3 116
3 114
5. Off-price chains 2 77
2 76
6. Variety/closeout 2 77
2 76
7. Home improvement centers 2 77
2 76
8. Single unit specialty stores 1 39
1 38
9. Direct-to-consumer 1 39
1 38


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