When TJX opened its first HomeSense store in Massachusetts in mid-August, consumers in the U.S. got a first look at the American version of the banner the company has operated in Canada and Europe for years— and what they likely noticed first was the abundance of furniture.
HomeSense opened its doors in Framingham, MA, near TJX headquarters, but plans called for a quick unveiling of three more HomeSense stores in East Hanover, NJ, Ocean Township, NJ, and Westwood, MA.
HomeWorld Business toured the East Hanover location, which sits on a pad with a newly opened Sierra Trading Post store and a HomeGoods location. Although some product crossover was evident between the three banners, TJX clearly believes that the store concepts can be mutually supporting
Where HomeGoods is more housewares and décor oriented, with a lesser but still fairly robust presentation of accent furniture, HomeSense is deeper and broader in furniture while mounting a more edited housewares area.
Although it has big category sections such as lighting and leather seating, HomeSense also features vignette displays as well as themed presentations. The HomeSense presentation under and around signage reading celebrate includes serveware and tableware, as well as potential gifts such as picture frames. Cookware also has a presence. HomeSense, in addition, provides a general store department that includes organization, cleaning and home improvement products, and a seasonal section that includes holiday décor.
See the gallery for a tour of the new HomeSense store in East Hanover, NJ.