HomeSense SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1031

SWOT Analysis of HomeSense with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

TJX Companies


Domestic merchandise, Specialty stores


Lifestyle and Retail

Tagline/ Slogan

Irresistible finds. Exceptional prices ; It makes perfect HomeSense.


Unique items both trendy and archaic at low prices



People looking for home décor at a discount

Target Group

Middle class and upper middle class


Low prices for unique pieces

SWOT Analysis


1. Strong presence in UK and Canada make it a significant player in the industry
2. Competitive pricing helps lure a strong customer base
3. Nearly 30 stores across UK and over 80 stores in Canada
4. Tie-up with Winners Merchants International L.P. in Canada

5. Product portfolio includes Bedding, furniture, and housewares


1. Occasional defects were present in products hurt its image
2. Limited online portal to view products and their description is a disadvantage and means limited market capability


1. Expansion into Europe mainland
2. Cater to office furniture and other services
3. Have an online portal for sales showcasing the entire portfolio


1. Competition have a wider choice of products

2. E-commerce with home delivery has grown in the last few years

3. Unfavorable economic conditions can affect operational efficiency



1. Ikea
2. Zara Home
3. DFS Furniture Co Plc



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